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Copenhagen Business School

North and South India

in a consumer perspective

- nation, region, differences, and similarities

Student: Anna Victoria Vorting

Study: MSc in International Business and

Intercultural Market Studies (Cand.Ling.Merc)

Thesis Supervisor: Lisbet Pals Svendsen

Date: 29.september 2008

Anna Victoria Vorting, stud.Cand.Ling.Merc, CBS Fall 2008

Resumé

Nord og Sydindien fra et forbrugerperspektiv

- nation, region, forskelle og ligheder

I Indien bor over en milliard mennesker og landet har en voksende økonomi, og dermed er der også et potentiale for at introducere nye produkter. Civilisationen, Indien, er sammensat af forskellige kulturer, sprog og vaner, og kan på den måde sammenlignes med den Europæiske Union. Forskellen er dog at EU er opdelt af forskellige lande, hvor Indien ofte betragtes som et land.

Specialet bevæger sig ud fra hypotesen: At på grund af Indiens vidstrakthed så må der være forskelle i forbrugeradfærd, til trods for en national, dominerende kultur, der styrer forbrugeradfærden. Og derfor lyder problemformuleringen: Hvordan kan en regional forskel som Nord/Syd paradigmet tydeliggøre forskelle i forbrugeradfærd i Indien, og i hvilket omfang er disse forskelle relevante i en marketing strategi?

Specialet handler om at forstå forbrugeren ud fra hans eller hendes kontekst. Indien bliver delt i to geografiske regioner, som danner basis for en sammenligning, der påpeger forskelle og ligheder i forbrugeradfærd. De geografiske regioner er Nord og Sydindien. Denne deling er foretaget med inspiration fra Usunier’s teori om, at enhver geografisk inddeling kan blive brugt som basis for at segmentere.

Konklusionen er, at man ikke kan sammenligne regioner indenfor et lands grænser uden at tage hensyn til den nationale kultur. Kultur er nødvendig i forståelsen af forbrugeradfærd, da det skaber rammen for hvorfor og hvordan. En sammenligning mellem demografiske data skaber kun en forståelse for hvem. Den nationale kultur inddrages i analysen, fordi der er et afhængigt forhold mellem den nationale indiske kultur og regionale identitet for den indiske forbruger. Den nationale mentale programmering fastlægges ud fra Geert Hofstede’s kultur dimensioner, maskulinitet/femininitet, magtdistance, kollektivitet/individualitet, usikkerhedsundvigelse og lang/kort horisont orientering. Derefter bruges Hofstede’s kultur ”løg-diagram” til at fastslå, hvad sammenligningen mellem Nord og Syd kan bruges til i et kulturelt perspektiv. Den indre kerne af forbrugeren, værdierne, skabes af den nationale kultur (den indiske kultur), og de ydre lag skabes af den identitet som ligger i regionerne, og manifesteres visuelt ved symboler, helte og ritualer.

Anna Victoria Vorting, stud.Cand.Ling.Merc, CBS Fall 2008

Ved denne fremgangsmåde påvises det, at der f.eks. er forskelle i kvindelige forbrugeradfærd. Den Sydindiske kvinde har større mulighed for uddannelse og arbejde. Hendes rolle i samfundet statueres ved forbruger da der er et højt maskulinitetsniveau i den indiske kultur. Derudover er der forskelle mellem regionernes religion, etnicitet, og sprog. Tre elementer, som er meget kulturbundne, og skaber forskellige adfærdsvaner indenfor påklædning og spisevaner. Sproget skaber en identitet, hvor sydindere er mere tilknyttet til regionalsproget, og nordindere mere knyttet til nationalsproget.

Forståelsen for forskellene i regionerne er brugbare i en marketing strategi planlægning. Standardisering vil skabe mulighed for hurtigt indtræde på markedet, men ikke nødvendigvis loyalitet.

Ved brug af viden fra sammenligning en, bliver der også påvist ligheder, som kan bruges i en standardiseringsstrategi. For eksempel kan brugen af Bollywoodstjerner som produktfortaler skabe produktaccept i hele Indien. Når der er forskelle som er kulturbundne såsom påklædning og spisevaner, så kan en tilpasningsstrategi være mere succesfremmende, da det skaber en større identifikation hos forbrugeren med produktet.

North and South India in a Consumer Perspective: - nation, region, differences, and similarities

Anna Victoria Vorting, stud.Cand.Ling.Merc, CBS Fall 2008 Page 1

Table of Contents

1. Prologue .......................................................................................................................... 4

2. Introduction ...................................................................................................................... 5

2.1 Problem Area ...................................................................................................................... 6

2.2. The Objective ..................................................................................................................... 6

2.3 Hypothesis .......................................................................................................................... 7

2.4 Problem Statement.............................................................................................................. 7

3. Methodology .................................................................................................................... 8

3.1 Data .................................................................................................................................... 9

3.2 Considerations .................................................................................................................. 10

3.3 Critique of Hofstede’s Findings .......................................................................................... 11

4. India ............................................................................................................................... 11

5. Regional Differences...................................................................................................... 13

5.1 Regional Division of India, North/South ............................................................................. 13

5.2 Demographic Profile of North and South India ................................................................... 16

5.2.1 Age Distribution ...................................................................................................... 17

5.2.2 Income Distribution ................................................................................................. 17

5.2.3 Education Distribution ............................................................................................. 17

5.2.4 Work Distribution .................................................................................................... 18

5.2.5 Household Composition .......................................................................................... 19

5.2.6 Rural/urban Distribution .......................................................................................... 19

5.2.7 Gender ................................................................................................................... 20

5.3. Recap on Demographic Regional Differences .................................................................. 20

6. Market and Consumer ................................................................................................... 22

6.1 Consumer Behaviour ......................................................................................................... 22

6.2 Culture Defined ................................................................................................................. 23

6.3 Consumer and Culture ...................................................................................................... 24

6.4 Identity and Culture ........................................................................................................... 26

6.5 Onion Layers of Culture .................................................................................................... 28

7. Recap: Indian Consumer and Market Divides ................................................................ 30

8. India, North and South ................................................................................................... 30

8.1 Country Layer: National Indian Identity .............................................................................. 31

8.2 National Identity: Historical perspective ............................................................................. 31

8.3 National Culture: the Hofstede Perspective ....................................................................... 31

8.3.1 Power Distance ...................................................................................................... 32

8.3.2 Individualism/Collectivism ....................................................................................... 32

8.3.3 Masculinity/Femininity ............................................................................................. 33

8.3.4 Uncertainty Avoidance ............................................................................................ 33



8.3.5 Long-Term Orientation ............................................................................................ 33

8.4 Recap on National Culture of India .................................................................................... 33

8.5 The National Indian: the consumer perspective ................................................................. 34

9. North and South India .................................................................................................... 35

9.1 Symbols ............................................................................................................................ 35

9.1.1. Language .............................................................................................................. 35

9.1.2. Appearance ........................................................................................................... 37

9.1.3 Status Symbols ....................................................................................................... 38

9.2 Heroes .............................................................................................................................. 38

9.3 Rituals ............................................................................................................................... 40

9.3.1. Religious Rituals .................................................................................................... 40

9.3.2 Immigration Influence and Cultural Commuters ...................................................... 41

9.3.3. Gender Rituals ....................................................................................................... 42

9.3.4 Family Rituals ......................................................................................................... 43

9.4 Recap................................................................................................................................ 44

10. Review ......................................................................................................................... 44

10.1 Hofstede in Perspective................................................................................................... 44

10.2 Identity in Perspective ..................................................................................................... 45

10.3 Culture Elements in Perspective ...................................................................................... 45

10.4 Group Belonging in Consumer Perspective ..................................................................... 47

10.5 Class and Status in Consumer Perspective ..................................................................... 47

10.6 Media Usage ................................................................................................................... 49

10.7 Product Usage and Product Acceptance ......................................................................... 50

10.8 Branding .......................................................................................................................... 50

10.9 Materialism ...................................................................................................................... 51

11. International Marketing Management........................................................................... 52

11.1 Standardization versus Adaptation Strategy .................................................................... 53

11.2 Consumer Needs ............................................................................................................ 55

12. Conclusion ................................................................................................................... 56

14. Bibliography ................................................................................................................. 59

15. List of Pictures, Table and Figures............................................................................... 64

16. Appendices .................................................................................................................. 65

Appendix 1: Population and Rural/Urban distribution .............................................................. 65

Appendix 2: Age Groups in India ............................................................................................. 66

Appendix 3: Literacy Rate ....................................................................................................... 67

Appendix 4: Literates and Educational Level ........................................................................... 68

Appendix 5: Population Attending Educational Institutions ...................................................... 69



Appendix 6: Workers (main & marginal) .................................................................................. 70

Appendix 7: Household Composition ....................................................................................... 71

Appendix 8: Household Duties ................................................................................................ 72

Appendix 9: Sex Ratio ............................................................................................................. 73

Appendix 10: Control over Money, Female Data ..................................................................... 74

Appendix 11: Population by Religious Communities ................................................................ 75

Appendix 12: Language Growth .............................................................................................. 76

Appendix 13: Language Families ............................................................................................ 77

Appendix 14: Inglehart et al. Human Values and Beliefs ......................................................... 78



1. Prologue

The motivation for the subject in this thesis stems from both personal and academic interest. An

interest in the Indian continent comes from personal stays in India, first as an exchange student in

Delhi, and later as a trainee at the Trade Commission of Denmark in Bangalore. During my two

periods in the country, I often came across the phrase “North Indians” and “South Indians”, when

speaking with locals. I found it interesting to investigate further into an area where Indians

separated themselves from other regions in the country creating a cultural heterogeneity within the

country.

I further realized that this regional divide was described in management theory- and travels

books (Manoj, Davies, Lonely Planet,…). It occurred to me that even though this North/South

paradigm was often referred to, it was never really defined in specifics. The regional difference is

acknowledged in different non-academic and academic texts. In business books is it highlighted as

something to be aware of, but not in specifics. Travel books are able to describe, for instance food

culture, in more tangible ways, but never really manage to clarify further understanding of the

divide.

After the opening up of the Indian economy to the international market, country reports

(McKinsey&Company, May 2007, Euromonitor, 2006,…) have dealt with the matter of doing

business in India, and especially covering the consumer market. However, these country reports

conclude that opportunities of introducing products on the Indian market are growing due to the

expanding affluent Indian consumer base not taking regional consumer differences into

consideration. In these reports, market opportunity is based on economic foresight, not human

insight. I found that an understanding of the North/South paradigm in India could be helpful as way

of addressing the multicultural market of India.

As India can be regarded as one market due to its national borders it is worth highlighting and

defining the multi-cultural facets of the market, and how this can influence the behaviour of the

consumer.



2. Introduction

With globalisation came the growth of markets. The boundaries for products moving across

borders diminished and suddenly the world got smaller, yet larger in context of markets and market

opportunities. But moving products across borders proved a challenge for the marketer and

companies, as new markets also meant new strategies and concepts.

Entering a market is all about strategising. There are different ways to recognise and implement

strategies to approach the market with a product. Some companies use a strategy aiming to profit

quickly focusing on economies of scale, i.e. pricing and production, some focus on the possibilities

on a certain market, i.e. politics and environment, and others aim to gain market share and long

product-lifecycle for a product, thereby focusing more on satisfying the consumer‟s needs. Levitt

(1983) argued for the standardisation principle when he discussed the effects of globalisation. He

looked at marketing from an economical approach and mindset, arguing that in the end, low prices

and high quality would be the consumer‟s priority. Hence consumer culture, from an economic

approach, has no impact on the decision process of purchasing, which is instead influenced by price

and budget and income. Even in these economic thoughts the implications of consumer behaviour

patterns cannot be ignored, however. The market reacts on consumers demand. The consumer

communicates his or her preferences and tastes through demand, and thereby dictates how many

units the company should produce. Even though supply/demand is based on the price-principle, it

can be argued that the consumer‟s taste and preference is implicitly influenced by the environment

he or she is interacts in.

Within the theories of international marketing, the implication of culture on consumer behaviour

has been acknowledged. International marketing is all about crossing borders to new markets,

extending the scope of a product of brands‟ market share. Consumers across markets accept

products on different terms based on their cultural preferences and background. Therefore, the

understanding and acknowledgement of these different cultural preferences have proved relevant.

International marketing is mostly country-to-country based. Cross-cultural theory has

introduced many cultural dimensions and value-sets offering to determine and create understanding

of a country‟s cultural composition. Yet, proven effective in introducing a general overview of a

country‟s culture and value set, these concepts and definitions sometimes lack the understanding of

the domestic, local structure of a country. Countries often have regional differences that must be



recognized when introducing or planning a marketing strategy for a product. USA with its large

geographical area and state-division has already been acknowledged to be very multi-cultural and

diverse, and having several cultural segments to market to. Even in a small country such as

Denmark regional differences appear between the mainland and the islands. Therefore, when

entering a large market, it might be necessary to look at the market with a domestic strategy,

acknowledging differences in consumer behaviour within the country.

India is one country which should be looked at with this in mind. The mere geographical size of

the country exhibits vast differences from the Himalayan Mountains in the North to the rain-forest

covered areas in the South.

With a growing economy racing ahead, generating new jobs and immense opportunities for the

Indian people, the Indian market is opening up for the potential for brands and products from all

over the world to be introduced on this market. The country represents a chance for products of the

world to generate profit and gain larger world market share. The opportunities are there not only for

world brands, but also for smaller products waiting for a chance to introduce their products in this

part of the world.

The cultural diversity of India presents a challenge for the marketer trying to focus his

marketing strategy and consideration should be made on how to approach the market, and by what

manner to understand the cultural composition.

2.1 Problem Area

India has a most kaleidoscopic civilization with a heterogeneous population having diverse

anthropological roots, varied religious beliefs and faiths, many languages, scripts and dialects, a

broad spectrum of cultural traditions, different and rich culinary habits, attires varying from place to

place, and numerous art forms (Nayak, 2007). Therefore, in India, it is not only a principle of do‟s

and don‟ts, or adjusting to price-level in a country. It is a matter of recognising and understanding

the consumer, and his or her context. “Often people treat India as one big market, but the reality is

that India is more like the European Union – a mix of different cultures, habits, and languages.”

(Khicha, 2007)

2.2. The Objective



Although certain types of products may be consumed by individuals in many countries, a

company cannot automatically assume that the underlying motivation to purchase is identical in

each country or individual (Jeannet & Henessey, 2004). The same can be applied to a country such

as India. By highlighting possible differences in consumer behaviour defined by regional

differences in India, it is possible to provide relevant information for marketing planning in India.

The target audience of the analysis in this thesis is the international marketer, most likely not

residing in the domestic market. Therefore, he is not Indian, nor residing in India, and is expected to

be a marketer who is gaining knowledge about the country and the opportunities. The text can be

used as a guiding tool as how to manage a diverse market such as the Indian.

2.3 Hypothesis

The thesis is composed from the hypothesis that due to the vastness of India that there must be

differences in consumer behaviour despite the notion of a national, Indian culture dominating

consumer behaviour. The hypothesis generates an idea to use geographical regions (regional

differences) as opposites in a comparative analysis, thereby letting differences and possible

similarities in consumer behaviour emerge.

The hypothesis leads to the following problem statement:

2.4 Problem Statement

How can a regional difference such as the North/South paradigm clarify any differences in

consumer behaviour in India, and to what extent are these differences of relevance in a marketing

strategy?

The problem statement leads to the following sub-question:

- How to understand regional differences with respect to national culture dimensions?

The hypothesis and problem statement make a foundation for the construction of the thesis. The

main questions address three factors, regional geographical segmentation, differences in consumer

behaviour, and marketing strategy.



3. Methodology

An understanding of the Indian consumer is the keyword, and determines how to view the

different sections of the thesis. It has been made clear that the country will be divided by

geographical regions, not specific consumer segments such as gender, age, etc. Hence, the scope to

compare is a bit broader, but in accordance with how a comparison would be between two countries

where scope is also wide and needs to be clarified in an accessible and understandable way.

The thesis focuses on comparing the two regions so consumer insight can be made. Therefore

the thesis is built up around finding methods to approach this in understandable ways.

Understanding the consumer can be done from different angles. “Who” is the first way to address

the regions. Hence, the first section seeks to create a demographic profile of the consumers in the

regions and compare them based on the same set of demographic data. Demographic data are useful

to establish who the consumers are, since the data is tangible and accessible, and hence easily

creates a quick overview for the marketer. The information in this section is based on second-hand

data collected from the Census India 2001. A discussion of the validity of data will be found later in

the section 3.1 Data3.1 Data.

The second part takes the segment data and adds consumer behaviour theory to the demographic

patterns. This part uses consumer behaviour theory to illustrate the importance of cultural awareness

about the consumer. Manrai & Manrai‟s theories on human behaviour and cross-cultural theory as

adapted by De Mooij are used to illustrate the processes between the consumer and environment

before transcending into consumer behaviour domains. The model provides two functions in the

thesis; first, it verifies the importance of culture and identity for the consumer, and second, it

manifests what can be established as consumer behaviour. The model is useful because a marketing

strategy must be based on the factors that influence consumer behaviour, and the model helps

establish that.

The relationship between culture and identity is further discussed together with Hofstede's

theory and De Mooij's further elaboration on this about country culture layers and individual culture

layer. The discussion is necessary to establish what the relationship is between the nationality and

regional identity of the Indian consumer. As there is a conclusion on an interdependent relationship

between nationality and regional identity, Hofstede‟s culture dimensions are used to define the

terms of the national value set of Indian consumer, and how these can be seen in a consumer



perspective. Hofstede‟s culture dimensions help understand the overall Indian national values, not

the regional differences. However, later, the culture dimensions are used to show how regional

differences from the demographic profile can be understood in a consumer perspective by using

Hofstede‟s culture dimension.

Geert Hofstede‟s theory on culture layers, “the onion diagram”, is used to establish what can be

used to compare between the two regions, when addressing the problem from a more cultural point

of view. The theory provides insight into the different layers of a culture, and that the tangible

layers of the culture can be used to illustrate differences in practices, and not necessarily values.

The third part deals with how to use the information provided in the two previous sections when

considering a marketing strategy. The marketing strategy approach is based on the strategy of

standardisation and adaptation as this particular strategy considers the influences of differences in

practices and values.

The thesis is a discussion of how regional differences may clarify differences in consumer

behaviour. The result of the analysis should not be considered as absolute, irreducible or intractable,

but should be seen in relation to other research and findings within marketing and consumer

behaviour. This position on the concluding material of the analysis takes a hermeneutic approach.

When using, relating to, and discussing theories and findings by others, they are viewed from the

standpoint that there is no absolute truth. None of the theories applied can be seen as absolute

solutions in dealing with reality. The thesis is to be taken as a guiding tool. It discusses an approach

which is to be seen as an opportunity, but also as a way to illustrate the importance of understanding

consumer behaviour, especially in India.

3.1 Data

The thesis utilizes statistical data from Census India 2001 and National Family Health Survey

provided respectively by the Office of Registrar General and Census Commissioner, India and the

International Institute for Population Sciences, both governmental statistical programmes. The

statistical data provides general socio-demographic data such as age, population, household

composition and more, and are the most recent broad state-wise data available on India. The data

from these are often used in other research programmes and analyses of the country by companies

such as McKinsey (McKinsey&Company, May 2007). A negative note about the data is that they



do not provide any information about consumption patterns in specifics. Information about

consumption patterns is therefore supported by secondary sources which can be related to the

statistical data. Thereby the methodological approach is to use census data supported by second-

hand data on consumer behaviour.

Regarding data, it is important to notice that we operate with the regional segments

“North/South”. Segments can be classified into many different categories. Urban/Rural is a very

common segmentation which has proved important with regard to understanding differences in

consumption. However, it is not elaborated upon in this thesis, as it requires more detail and a

separate analysis going into differences between these segments.

With regards to cultural insight of the Indian consumer, Hofstede‟s dimensions are used as

primary source. A discussion of his findings will be dealt with in section 3.3 Critique of Hofstede‟s

Findings. One secondary source used to support various cultural value elements in the Indian

culture is the inclusion of selected data from the World Values Surveys by Inglehart et.al. The data

from this survey is very selective, and only used as a reference when supporting a statement or

analytical insight.

3.2 Considerations

Consumer behaviour is only one out of the main issues in marketing strategy planning. Often

marketing is narrowed down to only focusing on the transaction of money and product, hence

emphasis is on making profit and turnover for the company. In the thesis, the approach does not

include any considerations regarding cost-benefit factors when deciding on a specific international

marketing approach on a market. Of course, these considerations are relevant when deciding on a

marketing approach, but as the aim of the thesis is to emphasize the importance of insight in

consumer behaviour, it will not include any economic angles to the discussion or analysis. Hence,

the discussion uses a methodology applying to consumer market, and not necessarily to be applied

in a business-to-business or management context, manufacturers etc., as these markets can be using

the cultural values and needs on different terms, as goals and proceedings within these respective

markets may vary from the consumer market.

With the lack of first-hand empirical data, there is a risk of taking an ethnocentric approach in

the analysis, as conclusions are based on theories and guesswork (De Mooij, 2004, p. 26). However,



as the approach is actually taken from inside the country, the Indian context bears high significance.

Theoretical thinking and approach comes from Western theories, but is only applied with the Indian

context in mind, as the findings are based on second-hand sources within the country.

3.3 Critique of Hofstede’s Findings

No professor of marketing equals Hofstede in terms of citations when it comes to the matter of

culture and international marketing (Holden, 2004, p. 564), and it therefore seems difficult to avoid

using Hofstede and his theoretical findings on culture when dealing with the understanding and

recognition of cultures. As pointed out by Holden, Hofstede is in fact a non-marketer. First, he

conducted his research within a company not a market, and secondly, he was interested in the

employees, and did not bring any scientific thought as to the behaviour as consumers, or market

intermediaries. Thirdly, the data was collected in the mid to late 1960‟s. The data is therefore

attached to a business world in which globalisation, the internet and the knowledge economy where

a thing of the future (Holden, 2004, p. 564). However, in this thesis, the culture dimensions are used

to established values within the nation. As values are often more consistent to change, they can still

be regarded as useful. Furthermore, the culture dimensions are seen in connection with more present

data, and therefore there is an effort in the thesis to make Hofstede‟s findings applicable in a current

Indian setting. When considering Hofstede‟s findings, the culture dimensions are used in

accordance with the findings done by De Mooij (Hofstede, 2000) (De Mooij, 2004), who has

validated a connection between consumer behaviour and the five culture dimensions by correlating

the IBM indexes from the Hofstede survey with consumer surveys from across 16 affluent

European countries. Of course, De Mooij‟s findings is based in a Western, affluent culture, but what

is important, is the basis for a use of Hofstede‟s culture dimensions in connection with consumer

behaviour.

The use of Hofstede brings in the risk of ethnocentrism. Hofstede‟s values are based and

concluded on a Western mindset and therefore exclude a recognition and understanding of the

Indian context. However, as discussed earlier, as the comparison is within the country, it brings a

natural method where Indian context is considered, as the comparison is within an Indian context,

and no connections is made with Western cultures.

4. India



Even though India is imbued by a rich culture going back many centuries, she still lacks

opportunity to put herself on the international map within politics, business, and arts. However, the

country is moving towards a strong position within these areas. Not as quickly as China, but slowly,

yet still with the possibility of suddenly racing ahead. In recent years the map has shifted from

Europe and USA to Asia on the international economic scene. Not least, China has put itself on the

map, followed by other countries in that region, including India. China is often depicted as a

dragon - fighting and showing strength, though sometimes discussed, on behalf of the freedom of its

people. India, on the other hand, is the elephant, strong and wise, though never too hasty and always

considerate (Meredith, 2008). In many cultures and contexts an elephant symbolises knowledge,

wisdom, immortality and stupidity all in one. Some of these adjectives may not be very flattering in

economic terms, but still fitting in an Indian context. India has a long history of creating wisdom, a

high-level educational system generating knowledge, immortality through the large and optimistic

population who believe in the country and the prosperity of the future, and a culture so different

from others that foreigners often confuse Indian norms with stupidity as it cannot be related to

anything known within their own spheres of behaviour.

The diversity of India can be seen in the history of the country, where the population has been

influenced by different cultures, religions, and traditions, ranging from Aryans, Turks, the Afghans,

Mughals, and more recently, the British. The British introduced the present legal system,

democratic institutions, and an educational system which is still in use today. The history of India is

therefore one of occupation by foreign powers, power and religious struggles.

Since India opened up its economy in the early 1990‟s it has experienced a significant growth in

the economy. Since the early part of this decade the average growth rate has been 8.0% per year.

The Indian middle class is slowly growing and throughout the country the ways of consumerism are

being implemented (McKinsey&Company, May 2007).

As mentioned earlier India may be compared to Europe, where there is an equal presence of

homogeneity within the country, but due to the composition of the many states, and the long history

of several different rules and immigration, the country calls for differentiation like the one present

in the European Union (Usunier, 2000, p. 193). India is one country, but with many different groups

of consumers. Two groups being the regions North and South.



5. Regional Differences

Usunier states that any geographical division may be taken as a basis for segmenting marketing

variables and emphasizes that regional difference can explain differences in consumer behaviour in

large countries with multi-ethnic and multicultural backgrounds (Usunier, 2000, p. 273).

Geographic borders can prove a good indicator for segments and are useful as an indicator for

cultural borders between markets and even in-country market. Homogeneity in certain fields clearly

favours the emergence of a coherent culture, and the possibility of treating a region as a culturally

and coherent segment (Usunier, 2000, p. 13). Homogeneity illustrates the possibility of divergence

and convergence between different socio-demographic fields, and thereby the possibility of

establishing further criteria for a market acceptable for mass-marketing, or maybe the establishment

of different niche-markets where products may cater to smaller audiences. Kotler (2006) argues that

many markets are made up of subcultures which present important market segments, thereby

establishing the presence of several homogenous groups within a market. With the presence of

homogenous groups generating heterogeneity across groups, there is a need to segment the different

groups (Pires, Fall 1999). So what needs to be looked at is how the geographical division is defined,

and then if there are any suggestions of homogeneity or difference in demographic factors between

the two regions.

5.1 Regional Division of India, North/South

In this thesis, the regional separation is the North / South regions in India. The North/South

paradigm is a well-known and useful concept with which academics can make a distinction between

two parameters and upon it transfer different contexts and solutions. The paradigm helps making

sense in a complex world. The concept of North/South arose during the Cold War (Tinker, 2007),

where it was used to distinguish between the more developed Western world and the developing

and third-world countries. Therefore, it is not only used as segmentation parameters, but can also be

used in other contexts such as economical or political and often used in more international terms. In

marketing terms it is used as segmentation parameters outlining a segment within a market.

When looking at the vastness of a country stretching around 3,287,590 square kilometres of land

and hosting a population of about 1.2 billion people (CIA World Fact Sheet, India, 2008), it is clear

that we need to clarify the divide between North and South India. It will be done by setting a line

splitting the country in two separate regions. The divide is drawn with a line directly through the



country. Geographically, the Vindhya mountain range serves as a natural dividing line (Manoj,

2001).

Picture 1: Hilly Regions of India with Vindhya Mountain Range1

The complexity of India is visible in the geographical composition of the country with the

Himalayan Mountains in the North, the deserts of Rajasthan in the West, the tropical rain forests of

the South, and the East hosting enormous heat waves during summer.

Along the dividing line the different state borders have been taken into account, and therefore

the line will not be straight, but move along state borders. It will be noted that a state cut through by

the line will belong either to the South or the North according to which region a major part of the

state lies. India is a federal republic with 29 states and 6 union territories (UT)2. From the largest to

the smallest, each state/UT has a unique composition of demography, history, culture, language and

festivals etc. The list provided is with states only excluding UT‟s.

1 http://fixedreference.org/2006-Wikipedia-CD-Selection/wp/g/Geography_of_India.htm, download 050808

2 It is debated whether India has 28 states and 7 union territories or 29 states and 6 union territories, as National

Capital Territory of Delhi is sometimes considered a state and sometimes not. My reference for 29 states is the

Economist Intelligence Unit Country Report of September 2007.



Picture 2: State Map of India (Sager Forex)



North (22) South (7)

1. Arunachal Pradesh 1. Andra Pradesh

2. Assam 2. Goa

3. Bihar 3. Karnataka

4. Chattisgarh 4. Kerala

5. Gujarat 5. Maharashtra

6. Haryana 6. Orissa

7. Himachal Pradesh 7. Tamil Nadu

8. Jammu & Kashmir

9. Jharkhand

10. Madhya Pradesh

11. Manipur

12. Meghalaya

13. Mizoram

14. Nagaland

15. New Delhi

16. Punjab

17. Rajasthan

18. Sikkim

19. Tripura

20. Uttar Pradesh

21. Uttaranchal

22. West Bengal Table 1 Listing of North and South States by name

Segmenting is a helpful way to identify consumer groups within a multicultural market. The

geographical structure of the two segments has been defined, and it has been acknowledged that

geographically the two segments are different.

5.2 Demographic Profile of North and South India

The following section is North and South India at a glance. It is an overview of differences and

similarities based on demographic data. It provides a quick insight into the consumer and more

cursory understanding. The demographic input provides initial comprehension before getting deeper

into an assessment of human behaviour.

North India has more of the Indian population as the geographic area is larger and encompasses

more states than the South. Population distribution between the two regions is 65.08% of the

population residing in North India and 34.92% in the South (Appendix 1: Population and

Rural/Urban distribution). It is therefore expected that on an Indian average, North India will take a

larger percentage of different demographic groups such as a larger proportion of the younger



population. All data is collected from Census India 2001. Within each demographic parameter it has

been calculated what percentage the demographic criteria takes within the region, and on an India

average. Thereby it has been possible to compare between the two regions. The demographic profile

of North and South India will be drawn upon the criteria; age, education, work, household

composition, rural/urban distribution, and gender. Income has become a small part of the

demographic profile, as it has proven difficult to get the required state-wise information. It has been

possible to collect all-India income level, but none suitable for comparing the two regions. Hence,

the income level is addressed but more from a suggestional level based on own experience and

insight, and second-source information indicating differences.

5.2.1 Age Distribution

North India has a very young population, where 25.17% are at the ages between 0-9 years old.

On a total India average, North India takes 70.53% of the age groups 0-9. In South India, 19.60% of

the population is 0-9 years old. Both regions have about 20% each of the age groups 10-19 years

old, confirming the fact that both regions have a large young population on a regional average.

None of the regions have considerably large groups of elders. In both regions, most elders are at the

age 50-69 years old showing that there is no large group of elders as seen in more Westernised

countries. (Appendix 2: Age Groups in India)

5.2.2 Income Distribution

The South Indian population is considered wealthier than that of the North, most likely due to

the higher distribution of white-collar jobs. White-collar jobs are thought of as the way to wealth, as

the country has seen great success and growth within the IT- and Service sectors. The reason for the

higher percentage of white collar jobs in the South is due to the IT-hubs Bangalore and Hyderabad,

and the financial city of Mumbai (Berlingske Nyhedsmagasin, 2008). In comparison, the most

prosperous city in the North is Delhi, where IT, Service management and financial market sectors

are growing. The other cities in the North are more industrial, and therefore have more blue-collar

jobs which are lower paid than white-collar. Hence this economic distinction between North and

South India based on type of jobs.

5.2.3 Education Distribution

India has an overall literacy rate of 54,51%. South India has a higher literacy rate of 61.72%

compared with North India‟s 50.58%. North India scores with the state with the lowest literacy rate



with Bihar at 47% literacy rate, and highest with Mizoram at 89%. Here South India differs with

Kerala that has a 91% literacy rate and Andra Pradesh with the lowest in South India at 60%

(Appendix 3: Literacy Rate). However, it appears that within the group of literates, the educational

pattern of the two regions is very similar. Between the literates in the two regions, North India has

the largest percentage below primary level, while South India takes the largest share of literates at

primary level. The two regions are fairly similar in the distribution of literates with a graduate level

or above, as both regions lie at around 6-7% (Appendix 4: Literates and Educational Level). Also

both regions have the same distribution between women and men at graduate level, where the males

take a larger share than women. The two regions are fairly similar in their distribution of

educational level of literates, and the small margins that appear would not represent great

differences to be considered. It is equal between the two regions how many persons of the

population attend an education, as they both are about 22-23% of the population (Appendix 5:

Population Attending Educational Institutions). The distribution is fairly equal between men and

women at the same level in each region. Information about the educational level of illiterates is not

included, as they are not expected to have acquired an education above matric/secondary. In the

illiterate group are also children below the age of 6, so this population will not give an adequate

picture of the illiterates‟ educational level.

The relevant information is the unequal distribution of illiterates between the two regions, as the

education distributional level is fairly equal between the regions within the literate population.

South India has a larger percentage of literates within the population than North given South India

an advantage, as this will indicate a higher proportion of the South Indian population to be educated

than compared to North.

5.2.4 Work Distribution

India has a total of 39,10% of the population termed as workers, and non-workers 60,90%.

Workers are divided into main workers (77,82%), and marginal workers (22,18%) (Appendix 6:

Workers (main & marginal)). Main workers are defined as those engaged in economically

productive activity for more than 183 days per year. Marginal workers are those who worked less

than 183 days (6 months), and non-workers are defined by having not worked at any time of the

year. South India has a larger percentage of main workers (82.04%) compared to North India

(75,04%). This could be due to the urban/rural distribution (Appendix 1: Population and

Rural/Urban distribution). In North India a larger percentage lives in rural areas, where the



population is expected to take on some work during a period of the year to support rural income. In

South, more white-collar jobs will generate more people with full-time occupations all year. The

distribution of female and male workers is more even in the South than compared to the North,

where a higher percentage of workers are male than female. The male/female distribution is more

uneven in main workers than marginal workers, compared to the female/male distribution in the

group of marginal workers, where both states experience higher level of women being marginal

workers. So work distribution indicates a higher level of people with full-time occupation in the

South. Furthermore, the work demographics indicate a difference in women‟s‟ contribution to work,

where the South experience higher rates of female main workers than the North.

5.2.5 Household Composition

In North India the household composition with the largest percentage is the family of 7-10

people in a household (Appendix 7: Household Composition). This fact is probably due to the

tradition of the extended family in India. In South India the household composition with the largest

percentage of the South Indian population is the household with 4 to 5 people. However, household

composition of 4 to 5 people is not rare in North India, where is accounts for 16% and 17.66%

respectively. Household composition is fairly alike between the two regions, except for the greater

percentage of large households in North India. South India also has a larger percentage of smaller

households of 2-3 persons, where North India is 3-4 percentages below South India. As the figures

are fairly even, the difference can not be assigned as great between the two regions with regard to

families. However, the difference that appears can be an indication of a difference where South

India is more towards nuclear family households. North India, on the other hand, tends to keep the

more traditional Indian household of larger families, often extended families.

5.2.6 Rural/urban Distribution

On an average all states have an urban population below 50% and all India has an urban

population of only 27.8%. The only state that deviates is Delhi with an urban population of 93.0%

which is to be expected since the whole state primarily consists of urban area and geographic has a

relatively small area. North India has an urban population of 24.35% and South India of 33.99%

(Appendix 1: Population and Rural/Urban distribution). Consequently, South India has a larger

percentage of urban population. South India represents the states with the largest percentage of

urban population with Goa and Tamil Nadu respectively, followed by Maharashtra where Mumbai

is situated. The state with the largest urban population in North India is Punjab with 33.90%,



followed by Haryana and West Bengal. Haryana borders on Delhi and takes a share of the urban

population springing from this area, and West Bengal‟s capital is Kolkata which is one of the larger

capitals of India. The tendency in South India is that a majority of the states have large urban

population compared to the Indian average. Only one state, Orissa, has a very small percentage of

15%. But compared to the North the state with the smallest percentage is Himachal Pradesh of 9.8%

which is far below.

5.2.7 Gender

On an average India has a sex ratio distribution of 933 women pr. 1000 men. So there is an

uneven distribution of men and women in all of India. South India has an average sex ratio of 977,

57 female pr.1000 male and North India has 920,59 females pr.1000 males (Appendix 9: Sex

Ratio). So South India has a small lead in sex ratio distribution. Relevant is though, that South India

has a state with a sex ratio of 1058 females pr.1000 males in Kerala which is the only state where

females outnumber males. At the same time, Delhi has the highest uneven distribution with only

821 females pr. 1000 males. There are indications of the gender role pattern acting different

between the two regions based on different demographic data. Generally, the pattern is that in North

India, there are more states where fewer than 50% of the women in a state have control over money

in the household. In both regions, household duties takes about 22% of what non-workers have as

main activity. In both regions, about 97% of people taking care of household duties are female

(Appendix 8: Household Duties). This shows the role of the female as household caretaker and not

as provider is not uncommon in both regions. In the states in South India on average 66% of female

in households have control over money with only one single state below 50% compared to North,

where distribution is more uneven ranging from 35% in Assam to 82.3% in Delhi (International

Institute for Population Sciences (IIPS), 1998-1999) (Appendix 10: Control over Money, Female

Data). As indicated, the working role of the female differs between the two regions. In South,

female participation as main workers is more visible in South. If women work more in South, they

also contribute to household income, which may show the larger say in household purchasing.

5.3. Recap on Demographic Regional Differences

The demographic profile proves that there are some differences and similarities between the two

regions. It is required to look at the data so it can be useful in the process towards suggesting a



marketing strategy, and therefore the demographic profile should be considered with regard to what

differences and similarities means in a consumer perspective.

The large young population of India has been announced as the future of India and many views

these generations to be the growing middle-class open to new products and brands. The data was

collected 7 years ago, so the age group between 0-9 will now be between 7-16 years old. This

teenage generation is highly influenced by media and eager to buy brands and products

(McKinsey&Company, May 2007). The regions are more or less equal in their distribution of

different age groups. Both regions have large young population; however, North India has a larger

proportion of the total of India‟s young population.

Economic and work-wise there is a difference between North and South India, as South India

has more white-collar jobs and the distribution of these scattered around the region, whereas North

India has it centred to Delhi and surrounding suburbs.

Even though the educational level is equal in the literate population of the two regions, it is

worth noting that South India has a large percentage of literates within its population and thereby

also a larger educated population within the region compared to North. For instance, in rural areas,

many advertising signs are based on drawings appealing to illiterates seeking to get through with

messages based on the consumer‟s terms. As North India has larger percentage of rural and illiterate

people than the South, it must be expected that consumers read advertising differently in the two

regions. Urban populations are more exposed to media and products than rural areas. So even if

they are not able to buy, this exposure generates a want to buy brands and products separating the

urban consumer from the rural population. The rural population are exposed to products, but are

more likely to buy products based on needs and not want. North India has a large percentage of

rural areas, and thereby a differentiation in consumer groups compared to the South.

Consumer groups are also unequal when it comes to women and men. North India tends to have

a more traditional household compared to South, which could tell something about the decision-

making in household consumption. Large families are more group-oriented in shopping behaviour,

taking the greater good of the family into consideration. Small families; parents with one or two

children, has shown a tendency to favour the children. Additionally the sex ratio distribution speaks

of a more equal sex ratio in South India than North. This may reflect the role definition in society,

and what is expected of men and women. If North India tends to have a more traditional view of the



women, the North Indian woman‟s participation in household purchasing may be smaller compared

to her Southern counterparts. South Indian females represent a consumer group in South India

different from the females in the North.

These demographic differences (and similarities) are useful to understand the consumer in

respect to who they are. The demographic profile does not tell why and how of the consumer. The

next part of the thesis will discuss how to understand the why and how by taking culture and

identity into consideration together with the knowledge already gained.

6. Market and Consumer

Venkatesh stresses the importance of knowing the consumer when he begins his thesis about the

Indian consumer with the quote “the market is in human nature” (Venkatesh, 1994). It boils down

to the basic argumentation; 1) a market is composed of buyers and sellers; 2) buyers and sellers are

human beings, and therefore the conclusion 3) a market is composed by people. This can be

transcribed into the following statement:

3 b) if you want to understand the market, you have to understand the consumer.

The consumer group consists of human beings all influenced by the environment they live and

interact in.

6.1 Consumer Behaviour

Consumer behaviour is a term within the concept of marketing management and is the study of

how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or

experiences to satisfy their needs and wants (Kotler & Keller, 2006, p. 163). Actions and situations

that link to the behavioural pattern of the consumer can be translated into values and needs. So an

understanding of consumer behaviour is a link between demographics, psychographics, and

behavioural variables in an attempt to understand the consumers‟ wants and needs.

According to Kotler consumer behaviour is influenced by three factors (Kotler & Keller, 2006,

p. 164) :

Cultural



Social

Personal

Culture is the fundamental determinant of a person‟s wants and behaviour (Kotler & Keller,

2006, p. 164), as culture influences and reflects the values of people (De Mooij, 2004, p. 18).

6.2 Culture Defined

So there is an interdependent relationship between consumer behaviour and culture. The impact

may be subtle or pronounced, direct or indirect, enduring or short-lived, but in all aspects it is

evident and cannot be ignored. As culture is such a great part of defining human behaviour, it is

important to define what culture is and in what ways its impact is manifested in a consumption

context. There are numerous definitions of culture, illustrating the complexity of the concept. The

term culture can be referred to as the patterns of human activity. Culture can be seen as the

“blueprint” of human activity (Craig & Douglas, 2005, p. 323), as culture is the fundamental

dominants of a person‟s wants and behaviour (Hofstede, 2000). From a more individual level,

culture is “the lens through which the individual views phenomena” as defined by McCracken (in

Craig & Douglas, 2005, p. 323).

Of all the definitions provided by different academics, researchers and theoreticians, the

definition provided by Michael R. Solomon, 2004, will be used in this thesis; “Culture is the

accumulation of shared meanings, rituals, norms, and traditions among the members of an

organisation or society”. Hereby, it can be argued that if there is a majority of shared meanings,

rituals etc, within a certain area or group of people, these meanings can be constituted as a culture.

Defining culture provides criteria for evaluating human activity. Describing and evaluating human

activity leads to a definition of a certain cultural behaviour which can be transferred to an

understanding of consumer behaviour.

So culture is the basis for understanding some of the constraint behind the human behaviour, as

expressed by Denzau & Douglas:

“In order to understand decision-making under…conditions of uncertainty we must understand

the relationships of the mental models that individuals construct to make sense out of the world

around them, the ideologies that evolve from such constructions, and the institutions that develop in

a society to order interpersonal relationships.” (in Hofstede, 2000, pp. 20-21)



The understanding of consumer decision-making can be identified by cultural dimensions such

as Hofstede‟s, and therefore the cultural dimensions are used to identify the value constraints of the

Indian consumer with regional differences in consideration. The separation and understanding of

the relationship between national cultural dimension and regional differences will be elaborated on

in section 6.4 Identity and Culture.

Overall cultural dimensions are more stable (Hofstede, 2000) and therefore relevant when

considering the regional differences and changing conditions, and what is used to interpret these

conditions and changes by the consumer.

As pointed out by Miller: “culture will no longer be regarded as an attribute to be lost or

gained, but rather as a process or struggle by which all people of the world attempt to make sense

of the world and make claims to social and material forms and institutions to the process by which

we make ourselves” (in Clark & Shaw, 1998, p. 164).

6.3 Consumer and Culture

Many things happen before the actual moment of purchasing, and the model (figure 1) by

Manrai and Manrai (in De Mooij, 2004) shows how complex the consumer is and how different

aspects need to be considered before it turns into actual consumer patterns.

How the aspect of „me‟, the consumer, proceeds into behaviour is shown in the model. The

model shows what Kotler defines; that culture has a strong internal influence on the consumer.

Thereby culture initiates or „helps‟ the individual decide what is, what can be, how to feel, what to

do, and how to go about it (Usunier, 2000, p. 5). Culture‟s influence is furthermore stressed by the

assumption that people‟s attitudes are guided by their values, which make the attitudes culture-

bound. Cultural values therefore needs to be considered when comparing the two segments. One

needs to consider the aspects of „feeling, learning, and doing‟, and how it is brought into consumer

behaviour domains.

Consumer behaviour domains are not only limited to actual behaviour, but are the ways the

consumers address products and brands. So the term covers actual behaviour; functional usage, but

also the behaviour that comes before and after products purchase, consideration and social usage

where products are used in a societal context such as status enhancers.



The „who‟ part of the model are the personal factor of the consumer which are the identity

shaping elements of the behavioural patterns. The consumer will seek to find a connection with self-

identity and product ownership thereby creating a relationship between the product‟s image and the

consumer‟s identity.

Markus and Kitayama in De Mooij (2004) express it like this:

- Social Processes

Motivation, Emotion,

Group Process

- Mental Processes

Cognition, learning

Language, perception

Attribution

Information

Processing

Communication

Decision making

Income

Consumer behaviour domains

Consumer

The Person

Values, Culture

Attitudes

Who

Processes

How

Personality

Self-concept

Identity, image

Attitude

Lifestyle

Product ownership and usage

Adoption/diffusion of innovations

Complaining behaviour

Brand loyalty

Responses to advertising

Media usage

Figure 1 Manrai & Manrai: A Framework of Cross-Cultural Consumer Behaviour

Source: De Mooij, 2004, p.95



“The self or the identity is critical because it is the psychological locus of cultural effects. It

functions as a mediating, orienting and interpretative framework that will systematically bias how

members of a given socio-cultural group will think, feel and act”

It generates a statement that the identity shaping of the self in order to understand consumption

behaviour is relevant in an analysis of a consumer group. Thereby there are two important aspects

within the model that are important to consider when understanding the Indian consumer. First,

culture as it is a direct influence or determinant of the Indian consumer and second, the identity.

However, identity and culture are not necessarily the same, and need to be considered in different

ways. As defined by Hofstede:

“Culture is not the same as identity. Identities consist of people’s answer to the question: where

do I belong? They are based on mutual images and stereotypes and on emotions linked to the outer

layers of the onion... – symbols, heroes, and rituals, but not to values”. (Hofstede, 2000, pp. 10-11)

The Indian consumer uses overall Indian national culture as an overall interpretative framework.

The identity of the consumer, “where do I belong”, is the region, creating a group identity for the

consumer which can be interpreted as a societal group belonging. So when considering the two

regions, it can not be done without considering the nation. The two regions represent an identity for

the consumer. Regional identity is the self which the consumer can use to interpret and mediate

certain behaviour. The Indian national culture represents a certain culture that the Indian consumer

will always have in mind and be influenced by, irrespective of region and defines how the identity

of an individual within a certain cultural group will think, feel, and act in accordance with the social

factors present in the surrounding environment.

6.4 Identity and Culture

When operating within a country and seeking to understand region identities, it is important to

understand the interdependent relationship between region and nation. Individual dimensions are

derived from analyses of the scores of individual persons, and generally measurement and analysis

at individual level are done within social systems (De Mooij, 2004, p. 28), meaning that individual

level is done within a country, state or national culture. Culture-level dimensions reflect how

individuals are formed by the societies in which they live and are based on nation means (De Mooij,

2004, p. 31). In a cross-regional analysis within a country there needs to be a consideration of both



individual- and culture level. As India is considered one nation with one national culture, the culture

level will be the Indian national culture, from which one can draw certain cultural dimensions.

Individual identity level types should be used when seeking to understand how differences between

individual persons in beliefs, attitudes, or behaviour are related to individual differences in value

priorities (De Mooij, 2004, p. 40).

Figure 2: National Culture and Regional Identity

Figure 2 shows that a relationship between nation and region is evident and should be

considered. The presence of culture within the whole process highlights the importance of

acknowledging the impact of culture in consumer behaviour and thereby in marketing planning.

Culture binds groups together and provides them with a homogenous identity in relation to other

cultures (De Mooij, 2004, p. 26).

“Culture functions as a multi-layered concept operating within different layers all

encompassing the individual, globally, organisational, group or national layer” (Craig & Douglas,

2005, p. 323)

As we are moving from country to region it is apparent that there is an interdependent

relationship between national culture and regional identity. Due to this multi-layered complexity of

Cultural Layer: Country/nationality

India

Identity: Group Layer

North / South regions



the culture concept, it is important to define how we differentiate different layers. Overall, we are

operating within a national culture constituted by the Indian borders. However, attention is placed

on a specific sub-layer constituted by societies differentiated by the geographical barriers north and

south constructing the cultural groups generating the identities “North” and “South”. Therefore, we

operate with group identities (North/South) and a national culture which surrounds both groups

(Indian culture). The North/South regions in India are represented by group cultures or societies

enclosed by a national country culture. The term society will be used when referring to a group of

people who share a common set of norms and conditions. Often a society will be equivalent to a

country, but sometimes countries harbour several societies, as is the case with India. Using this

interpretation of how to view the different layers of India gives way to analysing within a national

culture, while still acknowledging the fact that the consumer behaviour will be influenced by both

cultural layers.

Figure 2 shows national culture and group can be based on the same cultural dimensions and

thereby the national cultural dimensions stated by Hofstede are applicable in a reference to the two

regions. As stated by Hofstede, populations that fight each other on the basis of their “felt” identity

may very well share the same values” (Hofstede, 2000, p. 10).

It needs to be considered that the Indian consumer is influenced by the culture dimensions in the

national culture and will react according to these but in agreement with regional tendencies, norms

and traditions. The model does not give enough details about how to differentiate the two regions,

and it is therefore necessary to go one step further in the process of understanding the layers of

culture.

6.5 Onion Layers of Culture

According to Hofstede, a culture consists of different layers. As it has been proven that culture

and consumer behaviour are interdependent, Hofstede‟s “onion diagram” can be used as framework

to understand the different layers of the consumer in accordance to culture and behaviour. Hofstede

uses “the onion diagram” to describe the visible and invisible layers in a culture. The core consists

of values that are invisible until they are manifested in behaviour. The outer layers of the „onion‟

are the visible parts that can be used to describe visible manifestations of culture. The outer layers

are symbols, heroes, and rituals (Hofstede, 2000, pp. 10-11).



Figure 3: The "Onion Diagram": Manifestation of Culture at Different Levels of Depth

(Hofstede, 2000, p. 11)

Symbols are words, gestures, pictures, and objects that carry complex meanings. This could be

words in a language, dress code, hairstyles, and status symbols.

Heroes are persons, live or dead, real or imaginary, who possess characteristics that are highly

prized in a culture and thus serve as symbols for behaviour.

Rituals are collective activities that are technically unnecessary to the achievement of desired

ends, but that within a culture are considered socially essential, keeping the individual bound within

the norms of the collectivity.

Together, the three outer layers are gathered under the term practices. By using that description,

they are visible for an outside observer and therefore useful as observational foundation in the

preparation phase of marketing strategizing. The practices are different from demographic data as

they deal with behaviour and not characteristics.



Figure 2: National Culture and Regional Identity in section 6.4 Identity and Culture showed the

interdependent relationship between overall Indian national culture and the regional identity. It

stated that nationality lies as an overall influence on all individuals in India, irrespective of region.

The onion diagram takes it a step further, and shows how to use this interdependent relationship and

still be able to find factors used for comparison between the two regions. The inner core represents

the values set by the national culture substantiated by Hofstede‟s culture dimensions. The outer

layers signify practices legible for comparison due to their visibility in societies.

7. Recap: Indian Consumer and Market Divides

It was established that segmentation brings information on whom about the consumer. Nevertheless,

clarifying the how and why is equally important.

Acknowledging the different aspects influencing the consumer, it has been established that the two

most important factors are culture and identity. Culture as an integrated part of the consumer and

identity as an influential factor. Two aspects show that the Indian national culture is the core of the

consumer, and will influence him no matter region or consumer group belonging. The first aspect

divides the market into two layers; national culture as the surrounding layer with the region inside.

The first aspect is broader and simply determines the interdependent relationship between nation

and region. The second aspect goes one step further, so it is possible to determine what to look at in

order to identity differences and similarities. With the use of the “onion diagram”, it is possible to

see that in the individual consumer the core is the national values and needs determined by the

Indian culture. The core is surrounded by outer layers manifested in different rituals, symbols, and

heroes. These outer layers represent the elements where the regions may differ or agree. By using

this theory, the region represents an identity for the consumer with is constantly put up against the

Indian national culture representing a certain set of values and needs.

8. India, North and South

The following sections describe and analyse the different observations made on the national

identity and regional layers in India. First is the national identity of the consumer, and how this is

constituted in regard to Hofstede‟s dimensions, and how these value sets create the value mindset of



the Indian consumer. The second section is a description of the two regions North and South India

in regard to the outer layers of the “onion diagram”, symbols, rituals, and heroes.

8.1 Country Layer: National Indian Identity

By defining the national layer it is possible to get an identifier of the core values residing in

India which can be set up against the two segments North and South. Therefore, a national identity

will be defined in the following section.

8.2 National Identity: Historical perspective

Historically the creation of a national feeling is not very old in India and to many it first started

in the years after 1947 with independence from the British rule. At that time many Indians were

united in their hopes for the future but still defined by the past. As put by Jayaprakash Narayan;

“India is a nation in the making” (Paz, 1997, p. 75). The classic Indian national culture was spurred

by the elite but now economic growth and globalization has introduced a meeting between the „old‟

nationality and the modern Indian culture springing up right now. Modern Indian culture is mostly

developing in urban areas trickling down to rural areas when families and their offspring go to the

cities for further education. As it can be read on the back of the auto-rickshaws “Mera Bharat

Jawan”, it says: “My India is Young.” (Robinson, 2007)

8.3 National Culture: the Hofstede Perspective

The following section follows the use of Hofstede‟s value dimensions in order to access the

national culture of India.

Hofstede has applied the following dimensions in the measurement of the national cultures:

Uncertainty avoidance (High vs. Low)

Power distance (High vs. Low)

Individuality vs. Collectivism

Masculinity vs. Femininity

Long-term orientation vs. Short-term orientation

The information in the following section is primarily from Geert Hofstede‟s book “Culture‟s

Consequences” and the website www.geert-hofstede.com. The website is run by the consultant



company Itim international in collaboration with Geert Hofstede, so statements and use of the

cultural dimensions are in accordance with Hofstede‟s thinking. The scores referred to are based on

a 1-100 ranking.

8.3.1 Power Distance is defined “as the extent to which less powerful members of a

society accept and expect that power is distributed unequally” (www.geert-hofstede.com). India

scores high above the world average with 77 compared to 57 (Hofstede, 2000, p. 87). This indicates

that the high level of inequality of power and wealth in the society is accepted by population. Every

man/women has his or her rightful place in a social hierarchy, and acceptance and giving of

authority come naturally. In India it is important to demonstrate one‟s social position and place in

the hierarchy. Classic Indian national culture was spurred by the elite, maintaining the hierarchical

structure of Indian society. Caste, status, education sustain the Indian in an „us and them-mentality‟.

So the power distance is not restricted to economic status in society, but it can also be found

towards the educational, professional or religious background.

8.3.2 Individualism/Collectivism is the degree to which individuals are integrated into

groups. India is defined as a collectivistic culture where identity is based on the social network to

which one belongs. Indians have been termed “Vertical collectivists” by Triandis (1995) (in Nelson

& Devanathan, 2006, p. 212) because their group belonging is very closely linked to the

hierarchical system, where knowing one‟s place in the hierarchy is important. Collectivism is to be

seen in contrast to individualistic cultures where people want to differentiate themselves from

others. Whereas in collectivistic cultures one acts on behalf of the group rather than oneself. The

Indian score of 48 is not far away from the world average of 43 (Hofstede, 2000, p. 215), so sharing

and consistency of a collectivistic value set in India can be discussed. In India, the collectivistic

value set is primarily recognizable in the strong tradition for strong family networks and

responsibility. Many Indians act on behalf of the family, and education and professional career is

with the purpose of bringing the family pride. Responsibility and loyalty toward other groups in

society can be discussed, as loyalty above all lies with the family. It should be noted that there is

presence of individualism in India. Personal salvation in Hinduism is very important for the Indian,

and expresses a certain sort of individualism. There are situations where the Indian see little

spiritual merit in helping the poor surrounding them compared to individual spiritual salvation with



temple donations (Varma, 1998, p. 125). So what stands out as important to further look into is the

group belonging with regard to family.

8.3.3 Masculinity/Femininity refers to the distribution of gender defined values. In

masculine cultures winning is seen as positive and in feminine cultures as negative, so the

dimensions discriminate how the cultures relate to winning, success, and status. India has a

relatively high score of masculinity at 56 which indicates a higher gap between values of men and

women (Hofstede, 2000, p. 286). The reasoning for a gap between gender roles is that a masculine

culture will tend to be more traditional. So the women and men in India are less inclined to adapt to

each other‟s value sets, traditions and role behaviour. The role of the female in India is more

traditional and though many women get an education and good jobs, they still refer to traditional

thinking about the female role in the family and how she acts and reacts in society. It is worth

noticing that masculinity/femininity does not classify values to gender, but classify values as being

masculine or feminine. Hence, a woman can act according to masculine values if they are at a high

level in a culture.

8.3.4 Uncertainty Avoidance indicates to what extent a culture programs its members to

feel either uncomfortable or comfortable in unstructured situations. India scores lower than the

world average with 40 compared to 65. The Indian might be more open to unstructured ideas and

situations or might be open to being introduced to new products without questioning the relation to

prior experience, or influence on current situations. Low-UAI countries have a more open-minded

mentality in searching for information and in accessibility to innovation (Hofstede, 2000, p. 170).

8.3.5 Long-Term Orientation refers to a long-term versus a short-term orientation in life.

According to Hofstede, India ranks fairly high with a LTO at 61 (Hofstede, 2000, p. 368). A higher

long-term orientation shows acceptance of change, perseverance, thrift, and pursuit of mind. In

cultures where collectivism also scores high, the culture shows high importance of family ties. This

corresponds with the answers in the Human Beliefs and Values, where 93% respond that family is

very important in their life (Inglehart, Basáñez, Halman, & Luijkx, 2004, p. A001) (Appendix 14).

8.4 Recap on National Culture of India

To sum up the national culture of India it can be defined as a status-oriented culture that accepts

the use of goods as a show of one‟s hierarchical position in society. The Indian will primarily act on



behalf of his family and value the respect and traditions of the family. As an example, the idea of

arranged marriage cuts across education, social class, religion and region. Marriage is not a

relationship between two individuals but an alliance between two families (Kakar & Kakar, 2007, p.

60). Venkatesh (1995) defines the dominant cultural values in India to be hierarchy, holism,

continuity, and transcendentalism. Indian culture has a socio-religious outlook where religion and

personal life are neither separate nor contradictory. It all suggests a national Indian culture where

the role of religion is not just a spiritual doctrine, but constructs a way of life. The social structure

of Indians is hierarchical, both religiously by means of the caste system and in the extended family

system, and pluralism in life patterns and experience. Indians have a transcending perspective on

life where time is neither historical nor chronological. Due to this, the individual experience takes

on different meanings for the Indian, who due to the collectivistic value set, is inclined to establish

associations with people dead and alive. So an Indian consuming a product will do so to display

social hierarchical position on behalf of group members both present and gone.

8.5 The National Indian: the consumer perspective

The importance and relevance of the national Indian identity can be seen in the consumption

tendencies that seem to span across the country and maintain the same behavioural pattern and

reasoning.

Mass-communication and mass-media have created a meaning-transfer where Indian consumers

seem to divert from traditional patterns and adapt to more unifying national patterns. The

Bollywood industry has grown tremendously throughout the last decade. This movie industry rests

on one genre that is recognized, accepted, and appreciated by a majority of the Indian population

and therefore dictates many referential patterns for the Indian consumer. One consumption pattern

which has changed due to the Bollywood industry is that of music. Earlier, taste in music was based

on regional music traditions, whereas now music consumption has adapted to the more mainstream

Bollywood music introduced by the movies. This indicates that consumer tendencies in India can be

all-Indian, and not regional. Indian consumers are unified by Bollywood movies. Therefore, product

placement is not uncommon in Bollywood movies, and an accepted phenomenon by the Indian

consumers (Nelson & Devanathan, 2006). Furthermore, Bollywood movies dictate fashion on an

all-India level. They affect various sectors of the market including clothing, footwear, weddings and

fashion accessories (Euromonitor, June 2006, p. 94).



9. North and South India

The following part will look at the visible manifestations of the “onion diagram” discussed in

section 6.5 Onion Layers of Culture. The symbols, rituals and heroes are all termed as practices of a

society.

9.1 Symbols

Hofstede defines symbols as following:

Symbols are words, gestures, pictures, and objects that carry complex meanings. That can be

words in a language, dress code, hairstyles, and status symbols. (Hofstede, 2000, p. 10)

9.1.1. Language

Advertising can be seen as the handling of symbols, and need to have the appropriate meaning

in order to invoke interest with the intended consumers. Advertising uses the means of TV,

advertisements, radio, posters, billboards and similar media tools. Language can be seen as the

medium of communication. A message can be created by spoken, written or sign language referred

to as language channels. These language channels are translated from an abstract system of rules

that form a language (De Mooij, 2004, p. 188).

The constitution in India recognises 22 different languages (Constitution Of India, Eight

Schedule (Articles 344 (1) and 351) - Languages). Hindi is recognised by the constitution of India

as the official national language of the country. The Indian government has focused on

implementing a trilingual policy for education (Three Language Formula 1968) based on region

(local regional language), national (Hindi in non-Hindi speaking states and any other modern Indian

language in Hindi speaking states), and world (English) languages. It focuses on introducing the

three language levels into the educational system in India. If implemented correctly the aim is to

generate more linguistic convergence across the country. Yet, the success of the education policy

still remains to be seen. In 2000 a review of the Three Language Formula found that the policy was

not followed on a satisfying, national level. In reality, “the three language formula exists only in

our curriculum documents and other policy statements” (Karnataka Education Policy, 2002).

Therefore, even though there exists a policy to generate language convergence, reality shows that

linguistic diversity still prevails, and has not been replaced by a trilingual population mastering one

common language on a satisfying level. For instance Hindi only had a small growth in people who



regard Hindi as their mother tongue from 1971 to 2001 (Appendix 12). In comparison, English had

a growth from 5.66% to 26.79% (Census India 2001) (Appendix 12). English prevails as

government and state administrative language, and a language of the higher education world.

However, the choice of a national language still struggles. The central government communicates in

English and Hindi, whereas state governments use their own languages along with English. The

state Assam communicates in English and Assamese and Tamil Nadu state communicates in

English and Tamil (Kumar, 2007, p. 59).

In India, 41% (Census India 2001) speak Hindi as their mother tongue. Hindi speaking Indians

are mostly situated in Northern India. State languages of North India belong to the Indo-Aryan

branch of Indo-European languages; those of South India belong to the Dravidian language family

(Ullrich, 1982, p. 25)(Appendix 13). Actually, Hindi was introduced as a national language in the

language education policy to further prevent a growing gap between North and South India. It was

meant to enforce a more national feeling (Kumar, 2007, p. 59). But because the national language,

Hindi, is an Indo-Aryan language, a significant part of the North Indian population is of the opinion

that national language comes first, whereas the majority of the population living in southern regions

are convinced that their local language comes first (Kumar, 2007, p. 59).

Therefore, the strength of local languages is strong and should not be ignored in the identity

making of the Indian consumer. The role of language plays an important role for the structure and

identity of the country and the Indian consumer. State boundaries have been drawn along language

boundaries adding to the identity shaping factor of language in India (Ullrich, 1982, p. 25). The

caste system has also been divided by language to indicate caste affiliation bringing in a linguistic

hierarchy into the Indian languages, where conventions of a language can be used to show a

possible diglossic situation (Ullrich, 1982, p. 33). Additionally for the Indian, language choice may

also determine relationship such as status, respect, friendship, familiarity, to persons addressed.

As put by Khubchandani, (1984, p.6):

“Individuals in such communities select a particular language label according to the

unconscious language image, that, what they think of their speech, or according to the deliberate

language posture, that is the language they prefer to be aligned with under the circumstances.”



It is therefore important to notice that language is identity and culture shaping for the Indian

consumer.

Therefore, it must be said that the language diversity does play a role in shaping a North and

South Indian division. Choice of language either national, regional or English does play a part in the

communication. For a North Indian, the Hindi language most likely won‟t appeal more to his

regional identity, but for the Southerner the distinction between regional and national is more

pronounced. So the symbolic value of the language is first and foremost the words spoken, and then

the identity the words shape for the Indian consumer, either North or South, or National.

9.1.2. Appearance

North and South Indians differ in physical appearance, a difference based on the ethnic divide

between the Indo-Aryans and the Dravidians. The Dravidians make up 25% (CIA World Fact Sheet,

India, 2008) of the population and are mainly found in South India. Dravidians have physical

characteristics such as smaller than average height and their skin colour is often darker than that of

Indo-Aryans (Euromonitor, 2006, p. 20). More than 70% percent of Indians belong to the Indo-

Aryan class, and a majority of them live in North India. Between South and North India, the

difference in physical appearance distinguishes the two regions in two ethnic groups, Indo-Aryan

and Dravidian.

Beside physical appearance, dress style separates Northern and Southern women and men.

Married women in the North can be identified by the vermillion powder they daub on the centre of

their hair. Their Southern counterparts wear a mangalsutra, a necklace made of gold and black

beads (Manoj, 2001, s. 26). Also, there are different ways a sari3 is draped, illustrating a difference

between the females of North and South India. There is a Dravidian style for draping a sari which is

very common in the Southern state Tamil Nadu. In the same way, males of North and South India

indicate a differential behavioural pattern by their appearance. Northern males wear dhotis (a fabric

they pleat and tuck under the leg, then hitch at the back), and paijamas (pyjamas-like trousers),

while their Southern counterparts wear only dhotis, which they wrap around themselves like a skirt

(Manoj, 2001, s. 26). However, these clothing patterns are mostly apparent in the rural, lower

3 Indian women‟s garment. A 6 yard long piece of cloth. One end is draped around the waist, forming a skirt, and

the other is draped over the shoulders and head.



classes. The young, middle class Indian seems to take an approach towards a more western dress

style, and hence, a more homogenous dress style. This trend is primarily notable in urban areas

(Euromonitor, 2006, p. 89 & 94).

9.1.3 Status Symbols

Products and artefacts can be used as status symbols by the consumer, and this will be in

accordance with how society accepts a certain status of an object. Status symbols are not necessarily

a symbol of wealth, but a symbol of one‟s status in society (Assael, 2005, p. 265). Overall, Indians

accept the use of products as status enhancers which was clarified by the high level of masculinity

within the culture as discussed earlier. The acceptance of status enhancers and hierarchical structure

is further accepted due to high level of power distance.

As found in section 5.2.3 Education Distribution, the level of literacy between the two regions is

somewhat uneven and South India has a higher literacy rate than North and hence, a higher

proportion of the population eligible for education. Higher literacy rate will increase education level

which will increase the social development in the region. Thereby consumers will change behaviour

and gain a different view of consumption due to more knowledge and ability to analyze and

interpret consumption decisions. Education will make the consumers more conscious, or able to

interpret their use of products, and consumption and use of products may be based on a more

analytical outlook based on good and bad, than functional use. As the consumer gets better to

interpret and analyze messages about products, the marketing must be created to meet these

preferences and needs. Cars and cell phones have become status products in India, and within the

household, electronics are becoming a way of showing status.

Brands, especially foreign brands, are gaining market share in India. Owning foreign goods is a

way to show off in countries with high masculinity level (Hofstede, 2000). In India, the aspiration

for foreign goods, especially well-known foreign brands, is particular to the youth of India (Sridhar,

2006, p. 17). In both regions, there are large proportions of young people aspiring to buy these

brands. However, in South India, there are a higher proportion of female shoppers who would be

expected to use brands as status symbols in their shopping patterns, as the role of the female is more

traditional in North.

9.2 Heroes



Hofstede defines heroes as “persons, live or dead, real or imaginary, who possesses

characteristics that are highly prized in a culture and thus serve as symbols for behaviour.”

(Hofstede, 2000, p. 10)

Most heroes in India are all India valued and trusted. Some of the existing real-person heroes

come from movies, sports, politics and charity. Within movies it is not the fictional character, but

the movie star. Within sports it is primarily cricket stars. Politics is a bit more diversified, as

corruption and lack of trust in government divides the politicians. But the Gandhi-family is more or

less treated as royals in India, now presently with Sonia Gandhi and her son Rahul Gandhi, who are

still active in politics. Indira Gandhi has after her death almost gained heroic status in India (Varma,

1998, p. 47). One well-known hero in India is Mahatma Gandhi, who for the Indian population

stands for courage and hope for the future. His memory and legacy is used as an example for

children and adults all over India (van Wessel, 2004, p. 99). However, all of these are all India

representative.

Since India is a religious country, some heroes are destined to stem from religion, primarily

Hinduism. Hinduism unifies the nation as the majority religion of the country. However, to some

extent it also represents a fragmentation. Hinduism does not celebrate one god, but several, and

each state, or even more locally, specific temples worship particular goods. For instance, in the

Southern state Tamil Nadu, three of the six busiest temples are dedicated to Murukan, the wise god

that represent the very essence of Tamil Nadu cultural heritage (Clothey & Ramanujan, 1978, p. 1).

Nonetheless, generally Indian consumers are familiar with the Hindu gods and goddesses, and their

traditions all over the country. For instance, one god, Hanuman, has been transformed into a hero in

animated movies loved by all children in India. The characteristics of Hanuman are therefore

recognisable for a large proportion of the population in India (Ostrynski, 2008). This all-India

acceptance of Hindi gods as movie characters also speaks of the continuing presence and

preservation of Hindi values within the Indian culture.

Especially movie stars and sports stars are everyday heroes in India. Local heroes are produced

by the movie industry and often used as celebrity endorsers of products in the region. For instance,

the movie star Rajinikanth (wikipedia) is known in Tamil Nadu and Karnataka, however, his

trustworthiness and high status are not as widespread in North India.



Especially two aspects unify Indians. The national sport, cricket, and the love and excitement

for this sport go beyond income and socio-economic groups. The use of cricket sports stars in

advertising is common, and the cricket Sachin Tendulkar has been an endorser of about 23 different

products (Sachin Tendulkar).

Another category of heroes or status persons in India, are the entrepreneurs aspiring to the

hopeful people. The entrepreneurial spirit in India is very high, and can be assigned to the level of

uncertainty avoidance, where innovation and new inspirations are not frowned upon. Most

entrepreneurs are known all around the country, but was signifies them all, it that they are admired

for what they have accomplished and that they still manage to preserve traditional values such as

family and religious rituals. N.R. Narayana Murthy, owner and founder of Infosys, well-known

information technology services company headquartered in Bangalore, is known for his work, but

also respected for his adherence to traditional life. Many times in the same talk about his family, it

is often highlighted that he starts the day cleaning his toilet even though he could afford a dozen of

people to do it for him (Associated Press, 2006). Whether it is true or not, this is the values he is

famous for all over India. There are more like Mr. Murthy, for instance, Tulsi Tanti, who founded

Suzlon Energy, now one of the five biggest wind energy companies in the world (Suzlon).

What can be seen from the heroes is that they are mainly all India than only catering and

aspiring to certain regions.

9.3 Rituals

Hofstede defines rituals as collective activities that are technically unnecessary to the

achievement of desired ends, but that within a culture are considered socially essential, keeping the

individual bound within the norms of the collectivity. (Hofstede, 2000, p. 10)

9.3.1. Religious Rituals

As highlighted before, in India religion and personal life are not separated, but rest in a religious

sense of identity (Lindridge, 2005, p. 143). However modernized and influenced by the Western

world Indians are believed to be even, the most modern Indian‟s inner terrain is liable to be imbued

with a matter-of-fact religiosity (Kakar & Kakar, 2007, p. 134). Attending and practicing a religion

is a statement of cultural identity. The majority of Indians belong to Hinduism with about 80.5% of

the population adhering to this faith (Appendix 11). The major influence of this particular religion



with its traditions and symbolic meanings is believed to have been transferred into the national

Indian culture, and therefore traditions originating from Hinduism are practiced by every Indian

incorporating it into the routines of daily life.

Visits to temples and places of pilgrimage, regular fasting and turning to traditional religious

practices or gurus have not declined with the pace of globalization (Kakar & Kakar, 2007, p. 134).

This is not only so within Hinduism, but also within the other religions in India. Muslims (13.4%),

Christians (2.3%), Sikhs (1.9%), Buddhists (0.8%), Jains (0.4%), and then there are Jews,

Zoroastrians, Baha‟is and others are practiced regularly by those adhering to it. The religious

distinction is primarily between the three major religions, Hinduism, Christianity, and Islam.

Non-Hindus have incorporated many Hindu-based rituals as their own, and understand the

meaning and tradition behind them. On a religious level, Hinduism does not separate North and

South, but provides a unifying cultural meaning. However, practice of Hinduism does differ

between North and South as different rituals are practiced in the two regions. There is the Hindu

North Indian ritual “karva chauth”, an annual fast undertaken by Northern Indian women for the

health and long life of their husbands (Kakar & Kakar, 2007, p. 144). Practiced by North Indian

women it is a behavioural pattern of the North. Religion, however, is not as much dividing, as it is

joining. Many festivals are religious in origin, but celebrated irrespective of caste and religious

belief. Many Hindu-based celebrations and rituals are celebrated by Christians and Muslims, such

as Holi and Diwali. Although unifying, the celebrations still have regional particularities. “Holi” is

spoken of as North Indian. The celebration of the same festival is done differently in the North and

South; in North with more religious fervour, and in the South mostly based on influence by media,

movies, marketing and migration (Holi - wikipedia.org). Diwali, “festival of lights”, is celebrated

pan-India, but with different interpretations. In the North it is the celebration of the homecoming of

King Rama of Ayodhya after 14 years of

exile in a forest. In the South it marks the day Lord Krishna defeated the demon Narakasura (Diwali

). Consequently, Hinduism is known to all Indians, but understood and practiced differently.

The Christian holiday Christmas is present all over India, mostly in malls. However, in the

South it has sustained its religious meaning than in the North, where it is more a Western influence

and therefore more present in shops and malls than actually in the North Indian homes.

9.3.2 Immigration Influence and Cultural Commuters



Immigration is restricted to immigrants from the surrounding countries. North India has a large

group of immigrants from Nepal, China, Bangladesh and Bhutan, mostly located in the Delhi area,

and in the North/Eastern states of Tripura, Sikkim, Meghalaya, Assam, Mizoram, and Nagaland

(Euromonitor, 2006). These people are of Mongoloid origin and have a different physical

appearance, so they stand out from native Indians. This minority group is different from the

immigrant minority group of South India which consist of Sri Lankans. The most disdained

minority group are Pakistanis in India, mostly due to the fact that they belong to another despised

minority group in India, the Muslims. What is relevant regarding these minority groups in the two

regions are the influence the immigrant culture have on regional rituals and norms. With a low

uncertainty avoidance dimension, the Indian consumer might be open to new experiences and be

adaptable to influences. Adaptation to and inclusion of cultural influence is not unfamiliar to an

Indian. Throughout the times, the implementation of norms, rituals and traditions from different

cultures and religions has taken place. The Indian consumer adapts to the context, behaviour very

visible during the British rule, where the British began to appoint Indians into the administration. At

work, the Indian would speak English and wear Western clothes, and at home, he would wear the

kurta and speak Hindi, or the local language dominant in the home (Das, 2000). In modern India it

has become quite common to move from one place to another to get work or study there

diminishing the borders within the country, and creating a more fluid national culture which is

adaptable all over India. It creates a generation of people who can be termed „cultural commuters‟

(Das, 2000). These Indians adapt to the place where they go and they are not afraid or restrained to

travel around the country, adapting according to area. The Indian who is not moving has influences

from other Indians from around the country due to the rapid migration.

This generates the Indian consumer group, primarily urban, who is getting all-India tastes such

as accustomed to local food habits of several regions of India, and thereby getting an all-India food

habit.

9.3.3. Gender Rituals

The level of masculinity/femininity value in India indicates a higher gap between the values of

men and women. In other words, it indicates a more traditionally defined role of the man and

women. The role of the Indian woman is more traditional and regardless of status and income, a

young Indian girl learns to move and behave with upmost modesty in public places (Kakar &

Kakar, 2007). As indicated by the demographic profile between North and South India, the



traditional role of the female is more prevalent in North than South India. Higher income and more

education for girls may be indicators for change in female roles (De Mooij, 2004). As the

percentage of girls not receiving education is higher in the North than the South, it should be proven

to say that South Indian females will move quicker towards reforming the role of the woman than

the North. If the female role becomes stronger, not necessarily equal to the male, but somewhat

more self-confident, she will aspire and dream of gaining success. What is relevant here is the

possibility of a difference in female development between the two regions. If the role persists to be

somewhat traditional in the North, what seems to be the case (Kakar & Kakar, 2007), her openness

to brands and products based on social or functional needs may differentiate from the Southern

counterpart.

9.3.4 Family Rituals

High collectivism in the Indian culture indicates a strong group relationship. The most

influential group in India is the family (Kakar & Kakar, 2007). Obligation towards the family is

great in India and the concept of self is closely related to the family group. The concept of the

extended family is also very common. The Indian household often consists of more than the nuclear

family as it is not only restricted to close blood-related family members, but extended to other

groups such as neighbours. Especially North Indians refer to close-related friends as cousins or

uncles.

The extended family is very common in India, also due to the collectivistic values. However, North

India seems to have more traditional Indian households compared to South India. In the

demographic profile it was seen that South India is moving more towards nuclear family households

compared to North India. With regard to consumer decisions in India, it is noted that with in an

extended family decisions tend to be more sharing and caring with regard to the family, than in

nuclear families where individuals stand out more in decision-making (Prasad, 2006, pp. 70-71).

One-child families are on the rise, especially with the growth of both parents working. With smaller

families, the influence of the child in family decision making, and especially purchasing decision

increases. It indicates a focus on the child‟s needs and wants (Euromonitor, 2006, p. 16).

Dinner rituals in the family or household are more or less the same when it comes to dinner times

during the day. When it comes to eating habits, there are differences between the two regions.

Wheat is the main cereal in North India, while rice is preferred in Southern states. Tamarind and



coconut gravies are common in South India, while lentil-based gravies are found more in the North.

The difference prevails mostly in the rural areas. Urban Indians are becoming more pan-Indian in

their eating habits because of the exposure to other Indians with different habits (Euromonitor,

2006, p. 77). Furthermore, coffee consumption in the house is greater in the South than the North.

At the same time, tea is an all-India drinking habit in the house (Euromonitor, 2006, p. 83).

9.4 Recap

From the comparison between the outer layers of Hofstede‟s Onion Diagram, it became

apparent that there are three things differentiating the two regions; religion, language, and ethnic

background. These three factors together generate the background and understanding for different

behaviours and thinking. Regarding family and gender behaviour, differences in behaviour between

the two regions are primarily based in demographic differences such as education, age, household

composition and income, but are given further understanding when incorporated together with

Hofstede‟s dimensions.

The eating habits, however, do not inspire knowledge about whom, why, and how, but entails

more about what the consumer will buy. This shows that by going through different details about

the consumer telling who, why and how, will also lead to what. An interesting point about eating

habits is that there is no direct link with religion, language and ethnic background. Therefore, eating

habits are just a part of the identity, not culture-based as such.

10. Review

The following section seeks to take the parameters discussed in the previous sections and move

them into a consumer context, where findings and considerations are discussed in relation to

consumer behaviour patterns. The consumer behaviour patterns are based on the „consumer

behaviour domains‟ shown in the model by Manrai & Manrai discussed in section 6.3 Consumer

and Culture.

10.1 Hofstede in Perspective

Section 5.3. Recap on Demographic Regional Differences5.3. Recap on Demographic Regional

Differences revealed demographic differences in the two regions generating a difference in the



pattern of the female role. Venkatesh has stressed the change in women‟s roles as one of the factors

representative of India moving toward a consumer–oriented society (Venkatesh, 1995, p. 57). In

South India, the more dominant role of the female is expressed by a higher involvement in the

husband‟s life and decisions (Kakar & Kakar, 2007, p. 42), and higher percentage of control over

money in the household. This fact will not generate a change in values towards more feminine

values, as research by De Mooij(1998) has shown that cultural values in influencing role behaviour

which are latent in more traditional countries become manifest when countries modernise

(Hofstede, 2000, p. 311). Consumption may be seen as a visible manifestation of values which have

earlier not been achievable due to low income and inaccessibility. An interesting point is that in

masculine cultures, such as the Indian, status purchases are more frequent (Hofstede, 2000, p. 311).

If the Indian woman becomes more self-sufficient and self-confident, she may take this masculine

value and turn to brands as status enhancers in her search to establish a role within the hierarchy.

Thereby, if the trend is happening faster in South India, the brand-conscious female shopper is more

apparent in South. Thereby, demographic data illustrated who, and Hofstede‟s dimension helped

assign a why and how to behaviour in a consumption context.

10.2 Identity in Perspective

In the Values and Human Beliefs Survey Index (Inglehart, Basáñez, Halman, & Luijkx, 2004)

50,20% of Indians responded to “a high sense of group belonging to the country”(Appendix 14).

Hence, the use of Hofstede‟s dimensions as overall national culture dimensions is not incorrect.

Nonetheless, regional identity seems to be strong in one aspect; language. South Indians refer to a

closer relationship with local language than national. It can therefore be said that the regional

consumer groups are both strongly influenced by the values set by their national culture dimensions

scores but certain factors, especially language, will ignite the consumer to behave more in

accordance with regional identity.

10.3 Culture Elements in Perspective

As realised, the regions are differentiated mainly by language, religion, and ethnic background.

Kamdar, 2007, distinguishes the Indians between language, religion, class, and caste in her book

Planet India. That brings in the terms of caste and class which will need consideration and therefore

will be elaborated further upon in section 10.5 Class and Status in Consumer Perspective.



What is important to notice about these manifestations are their strong connotation with cultural

determination, and influence on values and view on life. This indicates that regions are not only

differentiated by identity, but by cultural differences. Language is a manifestation of culture, so

language can be seen as a channel to interpret and understand what the consumer sends and receives

through this communication channel. As the Whorfian-Sapir hypothesis states; language has a

strong influence on world-views and partly shapes our individual and collective behaviour (Usunier,

2000, p. 195). Thereby, the language represents not only an identifier to region for the Indian

consumer, but as an identifier of cultural background, meaning values and lifestyle.

Religion helps perpetuate social structures, such as religious institutions and traditions. Religion

therefore becomes a representative set of cultural norms and values (Lindridge, 2005, p. 143). These

cultural norms and values act as filter for the understanding of advertising messages, transforming

factual information into culturally interpreted meaning into elements of culture-based meaning

(Usunier, 2000, p. 468). As Indians regard religion to be very important in their daily life, its

influence and presence in values and lifestyle is relevant.

Ethnic groups are subcultures influenced by the culture dimensions, but generating their own

traditions, norms and values based on criteria provided by the ethnic background. The Indo-Aryan

and Dravidian distinction is visible by two factors; physical appearance and language. Furthermore,

the two ethnic groups are separated by the attitudes assigned to them. A Southern Indian could refer

to North Indians as brash, somewhat uncouth and violent, whereas the North Indians strongly argue

against this stigma. In the same way, Southern Indians are referred to as clever and sometimes too

clever by half by North Indians (Manoj, 2001). These references can be assigned to ethnic origin.

Indo-Aryans, residing in the North, have been experienced more warfare due to different

occupations from the bordering countries which has brought a region with warriors. The Dravidians

resided in the South, have not been influenced by these numerous wars until it became common to

come to India by sea which the British did. Ethnicity is group belonging, and referring to the social

identity of groups. The sense of belonging to an important ethnic group may override, and even

nullify, the feeling of belonging to a particular nation-state (Usunier, 2000, p. 12). However, the

distinction between Indo-Aryan and Dravidian helps more to distinguish the two regions towards

each other rather than ignoring country belonging, so there is most likely no risk in ethnic group

belonging overriding nation belonging.



10.4 Group Belonging in Consumer Perspective

Hofstede‟s dimensions collectivism/individualism deal with the degree to which people are

integrated into groups.

Group norms influence consumer attitudes, and therefore it is important what sort of peer-

groups exist in the consumer‟s environment. In the South the Christian church, “The Church of

South India”, has a strong presence (Euromonitor, 2006, p. 22), and thereby introduces other value-

sets and norms which the South Indian consumer can use as reference when considering a product.

Rituals indicate that religion shapes consumption traditions such as the Christian holiday Christmas

and Hindu holidays such as Holi and Diwali, where Indian consumers react differently towards the

celebration in the two regions.

As has been determined earlier, the family plays the role of a strong group reference in

purchasing decisions. It is not only the involvement of wife and husband decisions, but the

inclusion and consideration of the whole family; the extended family (Sridhar, 2006, p. 14). South

Indian women seem to have more influence on consumption and household decision than in the

North. However, generally the differences in family composition do not indicate large differences

between the two regions. Therefore, it must be noted that with respect to family as reference group

it plays the same important role in both regions.

The importance of group, and what group to refer to does not differ between the two regions.

The difference in religious reference groups generates different consumer patterns, but the religious

group is not as important in decision making as the family. The family is more traditional in North,

and a family member must consider more family members than compared to the nuclear family

more common in the South. In nuclear families focus on children become apparent.

10.5 Class and Status in Consumer Perspective

Social class is important as it can determine how a society views „the self‟ and „others‟, and how

a class structure is composed. Social class structure may vary from country to country, and may be

organized into different class structures. In the UK social class is organized by occupation (upper-,

middle-, and lower class); in the USA, it is sometimes defined by race. Social class is the hierarchy

in which a society divides itself so that the individuals can define themselves and compare

themselves to others (De Mooij, 2004, pp. 77-80).



The distribution of power distance values and masculinity/femininity values in India shows a

strong acceptance of a hierarchical structure in society. One well-known hierarchical structure in

India is the caste system. The caste system creates a structured class based in religion compared to

social class that is often classified by education, profession, and income. Venkatesh, 1994, argues in

the paper “India‟s Changing Consumer Economy: A Cultural Perspective” that with the economic

change in India the country has made a change from a caste system to a class system. If the Indian

consumer is moving from a caste-based class system to a more socio-economic system, we need to

consider the effect of education, profession, and income on the consumer‟s decision making and

behaviour. Indians are a status-oriented people due to the hierarchical orientation in the overall

culture. If the two regions move in different directions regarding income level, education level, and

difference between blue-collar and white-collar workers, there is also a basis for two consumer

groups that will act based on different needs. White-collar desktop-jobs are primarily located and

associated with urban areas in India, and more over, the larger cities in India, have acquired certain

industry hubs. Software technology parks are scattered around the country, but more prestigious

places such as Infosys are located in the South4. Up North, the most well-known software parks are

around the New Delhi area and the suburb Gurgaon. The difference between North and South lies in

the distribution of the different industries. The South has the majority of desktop-management jobs

with Mumbai as a finance city, Bangalore being the Silicon Valley of India, and Hyderabad being

the next big software technology hub in South India. Furthermore, Chennai is a hub for engineering

technologies such as the wind-industry. As many consumer behaviour patterns change in the group

of urban, young, white-collar, middle-class Indians, the changes may be more constituent

throughout South India, compared to North, where main changes will happen in Delhi and

surrounding area. South India has a higher literacy rate generating a larger group eligible to

education, and the consumer group will be more accustomed to product introductions and

information flow. The diversity in religious backgrounds will move the consumer away from

identifying to a caste-structured hierarchy, and will favour the opportunity to identify in a more

social class oriented way. It is common that a person uses his „status‟, lifestyle pattern, to identity

with a social class in society instead of economic class (Solomon, 2004, s. 453). So if the Indian

consumer is moving more towards social class, the use of products as status enhancers in a class-

4 A majority of Infosys employees are situated in South India with headquarter based in Bangalore, and nearby

training facilities in Mysore.



context may not be uncommon. This means that the Indian consumer, primarily in the South, will

use his or her purchase to exposure a certain level of education or work status.

10.6 Media Usage

Advertising is everywhere in India. Every possibility to place an advert, whether it is a big poster or

a painted advert on a house wall is utilised in India; this also means that the Indian consumer is

constantly exposed to advertising messages, and constantly need to consider what message is sent to

him or her. As language is a means to communicate these advertising messages it needs to be

considered what language should be used, and what that language means for the receiver. Within

television it is common to use local language, and there are more than 100 different television

channels in India. In South India, regional channels in local dialects are more dominating

(Euromonitor, June 2006). Regional-language channels help spreading the television experience,

and as well expressing the separation language makes, as put by Kamdar, (2007, p. 54) take the

television experience well beyond the English-language elite and Hindi-speaking urban and

Northern populations. Newspapers sell in local languages, Hindi, and English. The English

newspaper appeals more to the educated Indian striving for more status. Meaning, in South India,

usage of local language might cover a larger South Indian consumer segment, but English usage

may be used if the wish is to communicate to the affluent, educated middle-class in South and

North. And the use of local language is not only within television, but the different states also have

their own film industry in local language with their own stars, and the localisation also extends to

music, radio, literary traditions, daily newspapers, and a variety of magazines. India‟s linguistic

diversity makes for a kaleidoscopic media environment (Kamdar, 2007, p. 57).

Religion perpetuates social structures, such as religious institutions and religion. Religion therefore

becomes and represents a set of cultural norms and values (Lindridge, 2005, p. 143). These cultural

norms and values act as a filter for the understanding of advertising messages, transforming factual

information into culturally interpreted meaning into elements of culture-based meaning (Usunier,

2000, p. 468). There are religious-based products such as TV programs based on ancient Hindu

stories (Kamdar, 2007). The biggest television hit was the series of Ramayan and Mahabharat

running from 1987 to 1989 capturing about 90% of all Indian television homes at that time. The TV

series was based on ancient Hindi stories (India Today - Special Issue, 2007). The influence of

Hinduism is therefore relevant in marketing terms, and in the understanding of cultural meaning

interpreted by religious variables.



10.7 Product Usage and Product Acceptance

With a low uncertainty avoidance dimension, the Indian consumer might be open to new

experiences and be adaptable to influences. Adaptation to and inclusion of cultural influence is not

unfamiliar to an Indian. Throughout times, the implementation of norms, rituals and traditions from

different cultures and religions has taken place. Hence, the Indian consumer will be open to new

products. However, it should be noted that the Indian is also known for including new introduction

into current context thereby not accepting new things unconditionally, but including them in already

present traditions and norms.

One language represents only one cultural framework (De Mooij, 2004, p. 188). If one area has

a majority speaking one dialect, it must follow that communication form towards this area should be

in accordance with this majority. Nokia realised the need to localise its product when it released

India-specific handsets supporting Indian languages. As a consequence, Nokia now has a market

share of 68% of the cell-phone market in India (Kumar, 2007). By localising the phone to the local

language Nokia also realised the need to customise to the product usage of a certain group.

Especially within retailing, there are different behavioural patterns between North and South,

and even at a more local level. Indians are just beginning to be introduced to the concept of

retailing, and throughout the country the market is controlled mainly by small shops. The concept of

supermarkets has only recently been introduced to Indian consumer, and the retailing sector has

realised that each supermarket needs to be adapted to the local environment (Atkearney, 2005).

10.8 Branding

People in collectivist cultures of high uncertainty are expected to be more brand loyal than

people of individualistic of low uncertainty avoidance. (De Mooij, 2004, p. 266). In India,

collectivism is high, but uncertainty avoidance is more towards an average level compared with

other Asian cultures (Hofstede, 2000, p. 151). Indians, therefore, can be loyal, but are not reluctant

to try new products if introduced correctly. Brands are seeing a growth in sales within several

different product categories.

From the consumer‟s point of view, the brand is a way to identify the source of a product or

maker of a product and allow consumers to assign responsibility to a particular manufacturer;

furthermore brand knowledge is the differential effect on consumer responses to marketing of that



brand. Celebrity endorsement is very common in India. A reason may be the ability for many

celebrities in India to attract consumers all over India rather than locally. Bollywood represents an

all-India interest, together with the love for the national sport, Cricket. A survey by AdEx India

showed a growth in celebrity endorsement of 49% from 2006 to 2007 (The Hindu Business, 2008).

Celebrities are found in the Bollywood movie industry and in sports. The movie stars Shahruhk

Khan and Amitabh Bachchan and cricket star Sachin Tendulkar are commonly used. Indian

consumers trust Amitabh Bachchan, he has been a Bollywood movie star for decades (Jha, 2005),

and still appears in movies regularly. A reason for the high use of celebrities is the brand loyalty it

creates with the Indian consumer. From a cultural point of view the celebrity brand embracement

may be based in the collective hierarchy/status, where cultures that score high on power distance or

verticality (individualist or collectivist) would look up to celebrities (Nelson & Devanathan, 2006,

p. 218). The high use of celebrities that generate an all India embracement, illustrates the need to

consider use of celebrities in branding. Furthermore in India, the young are found to be more brand-

conscious, but not necessarily brand loyal. (Sridhar, 2006). Within the two regions, it must be noted

that using local hero-figures can generate a local brand loyalty, such as using the Tamil Nadu film

star Rajinikanth in South India. A reason for the strong local trust from the South Indian consumer

is that most of his movies are produced in local Tamil-language and then translated into Hindu.

Celebrity endorsement will generate brand loyalty in both regions, but choice of brand endorser

may influence the wanted acceptance and local loyalty.

10.9 Materialism

Religion has been proven to be great part of the Indian culture. As argued by Lindridge, 2005,

the relationship between religion and culture can primarily be applied to three consumer behaviour

themes: materialism, role of possessions as status enhancers and the use of friends and family as

reference group. As status enhancers and family has been discussed, we need to consider

materialism.

Research by Dibb & Lindridge, (2002) has indicated that India demonstrated higher levels of

materialism when compared to a Western society such as Britain. Although India is considered a

culture devoted to religion, materialism is not frowned upon; instead, “Indians believe that the

material world and the spiritual world belong to the same realm of experience” (Nelson &

Devanathan, 2006). From an eastern-religious perspective material gain may be indicative of

rewards complying with the unknown universe, i.e. wealth is bestowed from compliance with



religious rules and regulations (Lindridge, 2005, p. 144). The religious diversity in India does not

indicate a great diversity towards materialism, yet there may be different reasoning behind the use

and conduct of materialism. The general acceptance of materialism indicates a pan-India possibility

of high consumption of luxury brands, or an explanation for the use of product as status enhancers.

The hierarchical structure in India indicates a high use of products as status enhancers. The product

provides a legitimate and visible expression of their status and influence (Lindridge, 2005, p. 144).

Seeing that the use of products as status symbols is believed to be a pan-Indian phenomenon

satisfying the need of the group image, a differentiation between North and South regarding religion

and materialism seems difficult.

The Indian consumer is material, and will not diverge from using products as status enhancers.

The question is to look what appeals to the Northern compared to the Southern consumer. All these

perspectives indicate that advertising and creating consumer awareness about products can be done

differently between the two regions. Language is a strong identity-shaping parameter, and will used

to interpret image of a product. This can be seen in the usage of English that appeal to the educated

Indian striving to show status. North and South is divided by the culture-element ethnicity and this

may interfere with the relationship to culture-bound products such as clothing, and food where there

is seen a difference in tastes and habits. Furthermore, luxury brands and high-involvement products

may be used differently, especially by women, as these are important as to what group-belonging is

there. For female shoppers this means the wish to display success and status which will be more

important to the Southern female than North. When companies enter the market with their products,

there will different ways to display the product and get messages about product image (brand) out to

the consumer.

11. International Marketing Management

Entering a market is all about marketing, and marketing is all about matching consumer and

product. There are different ways to recognise and implement strategies to approach the market

with a product. Some companies use a strategy aiming to profit quickly focusing on economies of

scale, i.e. pricing and production, some focus on the possibilities on a certain market, i.e. politics

and environment, and others aim to gain market share and long product-lifecycle for a product,

thereby focusing more on satisfying the consumer‟s needs. Therefore, marketing is two-



dimensional, one side aiming to understand and recognize market needs, and the other side aiming

to satisfy the company‟s economic goals.

In the globalisation era marketing has become the main tool for many companies when crossing

borders with products and offers. Good marketing has become an increasingly vital ingredient for

business success and good marketing originate in careful planning and execution of a strategy

(Kotler & Keller, 2006, p. 3). Knowing the consumer does not only provide a chance for the

company to adapt products specifically for the consumer, but by knowing the consumer, there is an

opportunity to introduce new products as well as adapting products which satisfy a specific

consumer group, and thereby generate loyalty in the market. Discovering a consumer insight and

understanding its marketing implications can often lead to a successful product launch or spur the

growth of a brand (Kotler & Keller, 2006, p. 95). Companies which act so on a global basis will

find it easier to attain competitive advantage over those that do not (Hofstede, Steenkamp and

Wedel, 1999 in Salciuviene, Auruskeviciene, & Lydeka, 2005).

In the end, good marketing boils down to knowing the consumer market. Therefore, marketing

strategy planning should always aim keeping focus on the consumer. Therefore, if an analysis is

undertaken of the cultural variables in a country the marketer will have the relevant points to create

an understanding for why and how the consumer buys and react, and thereby not only cater better to

existing markets, but also more effectively create new needs.

11.1 Standardization versus Adaptation Strategy

As Simon Ulrik Kragh (2000) defines it there is a distinction between how international

marketing studies consumption from a strategic perspective and an anthropologist looks at

consumption from a social and cultural perspective. From the marketing point of view the main

issue has been whether companies should standardize their products, price, distribution and

communication and ignore local differences, or adapt their marketing variables to the local contexts.

The arguments in favour of standardisation basically follow two lines of reasoning. In the first

place it is claimed that international markets either are homogenous and similar, or in the process of

becoming so, and that companies should respond to this reality by standardising their marketing

(Kragh, Simon Ulrik, 2000, pp. 1-2). Standard means 3 things: 1) the same for everybody 2) the

same everywhere in the world 3) the same for all time. Standard also means that the product quality



remains the same unless new technological development allows improvements which complement

the previous attributes. A standardisation of the marketing variables may imply a way to

convergence culturally different markets.

Simon Ulrik Kragh defines the difference between standardising and adapting as follows:

“When homogenisation takes place, the consumers move in the right direction and the

companies can follow suit; but when local differences are apparent and there seem to be arguments

in favour of local adaptation, the global company must know its role as the repository of the truth,

not only for its own sake, but also for the benefit of the ignorant consumers” (Kragh, Simon Ulrik,

2000, p. 5).

This means that the marketing lays the ground rules for understanding and acceptance by the

Indian consumer, North and South. The pan-India participation in festivals and traditions yet

interpretable meaning of messages indicates different understanding and usage of products. So that

there is a possibility of standardising product messages by using all-India recognise heroes and

symbols, for instance, national heroes identified by sport stars and Bollywood stars show that there

are possibilities for generating product understanding all over India using a standardising strategy.

However, a standardising advertising strategy does not necessarily mean that the product will be

used in the same meaning, but acceptance will be all-India.

In his book, “India Unbound”, Gurcharan Das, (2000, p.112) tells the story of when he was the

brand manager of Vicks VapoRub. He had the problem of growing sales numbers in South India,

but declining sales in the North. He discovered that North Indians in opposition to Southern Indians,

disliked rubbing things on their body, and therefore refused to buy the product. He thus discovered

a different behavioural pattern between the two regions. He decided to focus on the South, instead

of trying to „convert‟ the North to accept his product. What he acknowledges is the advantage of

knowing the consumer and planning the strategy accordingly. Even though the strategy is not to

expand the market area, it still generates larger sales, as the focus is to maintain the consumers who

accept and buy the product.

If one wants to standardise in India, it is still possible to acquire a certain market share due to

the vastness of the consumer groups. Potential for market growth and consumer loyalty is not

necessarily deemed to happen. If one standardises to the different regional segments accordingly



there is a potential for an all-India presence, and more loyalty from the Indian consumer. A

standardisation strategy will most likely acquire a quick presence in the Indian market, but will in

the long run not generate loyalty and a persistent market presence. Traditions and loyalty in the

Indian market require a need to adapt to the Indian consumer and his or her context. So it is

necessary to consider differences within the country and adapt to the each consumer group in North

and South India.

11.2 Consumer Needs

Contrary to Levitt‟s arguments on standardisation/adaptation, research has later shown that

cultures are resistant and globalisation will not converge consumer‟s needs and wants worldwide.

Communication and marketing may introduce products to all of India, but the convergence of

cultures will happen at a much slower pace.

As put by De Mooij (1998) consumer‟s choices are affected by psychological and social

influences:

“Consumption decisions can be driven by functional or social needs. Clothes satisfy a

functional need, fashion satisfies a social need. Some personal care products serve functional

needs, other serve social needs. A house serves a functional, a home a social need. Culture

influences in what type of house and how they tend to their homes. A car may satisfy a functional

need, but the type of car for most people satisfies a social need. Social needs are culture-bound.”

(De Mooij, 2004)

This notion is based on affluent societies and indicates that consumer behaviour will change

from needs-based to wants-based when the consumer is affluent enough to base purchase decision

on wants instead of needs. However, as De Mooij suggests in the quote, even functional products

may be translated into more wants-based behaviour. So when the female Indian consumer in North

India buys a sari (clothes) based on a need, the usage (appearance) will be based in a social function

(wants). In India, it needs to be considered that a large proportion of the population, both in South

and North India live below the poverty line, and are not expected to buy products on a wants-basis.

However, as illustrated by De Mooij, it is necessary to understand the behavioural patterns of usage,

even for needs-based products. Therefore, in both South and North India, the large consumer base

may be divided by income, but will still represent consumer segments which are open and willing to



buy products. Between the Northern and Southern region in India, the difference in identity and

group belonging will create differences in social needs, and thereby a need for the marketer to

consider the use of an adaptation strategy where the product will not only cater to the functional

need, but the social need. By translating the product image into a brand which is in accordance with

the consumer‟s identity, the opportunity for long-time market share and brand loyalty from the

consumer is higher than if the product does not take the consumer‟s context into consideration, and

thereby represents no identification by the consumer. It emerges that there is a regional difference

creating difference in social needs, for instance, in clothing usage between the two regions.

Therefore, marketing strategy should consider regional differences when marketing and plan

accordingly.

12. Conclusion

The main question of the problem statement was “how can a regional difference such as the

North/South paradigm clarify any differences in consumer behaviour in India”.

The conclusion is that the regional difference can primarily clarify differences in consumer

behaviour if the two regions are compared with the national culture in mind, as there is an

interdependent relationship between nation and region. It was determined that when looking at ways

to compare the two regions, demographic data helps clarify who the consumers are in the two

regions. A cultural understanding helps clarify why and how. National culture dimensions provided

an interpretable framework for understanding demographic differences between the two regions.

Symbols, rituals, and heroes provided a framework of what to look at in a region which can be used

in accordance with consumer behaviour domains. So an understanding of consumer behaviour can

not be done without a cultural understanding.

What is acknowledged in the thesis is that marketers need to consider the conditions of

operating with two in-country segments with the notion of a national, Indian culture dominating

consumer behaviour. The reasoning for including a cultural perspective is that culture is a part of

defining human behaviour, in this sense, consumer behaviour. By illustrating the interdependent

relationship between region and nation, it becomes evident that regional comparison cannot be done

without considering the whole nation. National culture represents the country culture, and can

therefore be defined by nation-wide value dimensions, in this case defined by Hofstede‟s culture



dimensions; collectivism/individualism, masculinity/femininity, uncertainty avoidance, power

distance, and long-term orientation.

Hofstede‟s “onion diagram” transforms this interdependent relationship between region and

nation into a layered framework, so it becomes possible to separate nation and region, and what to

compare the two regions with. The inner core of the culture layered “onion” represents the values

set by national culture. The outer layers represent the tangible manifestations of culture and are;

symbols, heroes, and rituals.

North and South India are geographically separated by the geography of the country dividing

the country in two regions, North with its highland mountain areas, and South with its rain-forest

areas, and Southern climate. These two regions represent two regional segments within the country.

Before the actual understanding of the behaviour of the consumer, a demographic profile of the two

segments helps clarify who. Here the most important differences are:

There is a difference in the role of the female. South India experiences a higher level of

educated, working females, who become more independent and influential in their

purchasing decision power.

North Indian family households tend to be more traditional than South Indian. Southern

families tend to become more nuclear; the existence of extended families is larger in

North India.

The comparison between the outer layers of the onion clarified these differences:

Between the two regions, differences in appearance and behavior are mostly due to

difference in ethnic background, religious composition, and language diversity. Hence,

diversity between the two regions is very culture-bound. These different habits indicate

possibility of different product-usage.

Difference in identity belonging due to language diversity. A North Indian relate closer

to nation language, Hindi, and South Indian relate closer to local language

In the two comparing sections it was also clarified that the two regions share similarities:

Very young populations in both regions

They share heroes, especially within the national sport, cricket, and Bollywood movies



Hindi religion functions as a unifying religion transforming values and rituals, for

instance holidays such as Holi and Diwali. Currently, high use of Hindi heroes and

stories in TV and movies create all-India understanding and presence for this religion

Family values and group belonging to family is very persistent in both regions

Hofstede‟s dimensions help clarify differences in consumer patterns between the two regions.

As the South India female develops differently in the two regions, high masculinity level in the

culture indicate the woman will seek to show her new status in society by buying products as status

enhancers. Taking nation and regional identity into a consumer context, it becomes apparent that

language functions as an identity shaper. For instance, English appeals very much to educated,

Indians seeking to show status. Local language generate larger local acceptance, but will lose other

regions. Hindi speaks to all-India, but will be accepted more quickly by North Indians.

National and regional understanding both become useful when considering a marketing strategy.

Because the description clarifies both differences and similarities, it becomes clear when and how

to use standardisation or adaptation marketing strategy approaches. If focus is to get large market

sales rapidly, a standardisation strategy all over India is the solution, whereas adaptation can create

market understanding and the ability to generate usage consumer loyalty in the long run. When

looking at the Indian market both with respect to the overall Indian dimensions and the two regions,

both strategies can be used with the right determinants. If the wish is not to adapt the product

locally, an advertising strategy appealing to all Indian consumers is a manner to generate all India

understanding and acceptance of the product, thereby transforming the consumers‟ needs. For such

strategies, the use of the most all Indian accepted heroes, movie stars and cricket stars is applicable.

These personas are accepted for their values all over India. If the aim is to get really local

acceptance at regional level, it will be more reasonable to look at regional usage and meaning, and

adapt the product accordingly.



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15. List of Pictures, Table and Figures

Picture 1: Hilly Regions of India with Vindhya Mountain Range ............................................... 14

Picture 2: State Map of India (Sager Forex) ................................................................................ 15

Table 1 Listing of North and South States by name .................................................................... 16

Figure 1 Manrai & Manrai: A Framework of Cross-Cultural Consumer Behaviour .................. 25

Figure 2: National Culture and Regional Identity ........................................................................ 27

Figure 3: The "Onion Diagram": Manifestation of Culture at Different Levels of Depth ........... 29

North and South India in a Consumer Perspective: - differences, similarities, nationality and region


16. Appendices

Appendix 1: Population and rural/urban distribution

Source: Census India 2001

India Population urban population1028610328 27.8%

State DataNorth Population rural urban urban populationArunachal Pradesh 1097968 870087 227881 20.8%Assam 26655528 23216288 3439240 12.9%Bihar 82998509 74316709 8681800 10.5%Chattisgarh 20833803 16648056 4185747 20.1%Delhi 13850508 944727 12905780 93.2%Gujarat 50671017 31740767 18930250 37.4%Haryana 21144564 15029260 6115304 28.9%Himachal Pradesh 6077900 5482319 595581 9.8%Jammu & Kashmir 10143700 7627062 2516638 24.8%Jharkand 26945829 20952088 5993741 22.2%Madhya Pradesh 60348023 44380878 15967145 26.5%Manipur 2293896 1590820 575968 25.1%Meghalaya 2318822 1864711 454111 19.6%Mizoram 888573 447567 441006 49.6%Nagaland 1990036 1647249 342787 17.2%Punjab 24358999 16096488 8262511 33.90%Rajasthan 56507188 43292813 13214375 23.4%Sikkim 540851 480981 59870 11.1%Tripura 3199203 2653453 545750 17,06%Uttar Pradesh 166197921 131658339 34539582 20.8%Uttaranchal 8489349 6310275 2179074 25.7%West Bengal 80176197 57748946 22427251 28.0%Total North 667728384 504999883 162601392

65,08% 75,63% 24,35%SouthAndra Pradesh 76210007 55401067 20808940 27.3%Goa 1347668 677091 670577 49.8%Karnataka 52850562 34889033 17961529 34.0%Kerala 31841374 23574449 8266925 26.0%Maharasthra 96878627 55777647 41100980 42.4%Orissa 36804660 31287422 5517238 15.0%Tamil Nadu 62405679 34921681 27483998 44.0%Total South 358338577 236528390 121810187

34,92% 66,01% 33,99%Total North/South 1026066961



Appendix 2: Age Groups in India


Age Groups All ages 0-9 age 10-19 age 20-29 age 30-39 age 40-49 age 50-59 age 60-69 age 70-79 age 80+ Age not statedIndia 1028610328 238763954 225062748 173186525 144848129 103147273 64240906 47323734 21259869 8038718 2738472

State DataNorthArunachal Pradesh 1097968 300019 253367 178935 154610 101218 58793 31871 12396 5649 1110Assam 26655528 6637699 5943436 4631069 3899771 2511466 1442747 959167 431560 169639 28974Bihar 82998509 23810374 7190188 12231501 10627722 7614867 4780981 3458846 1074607 565647 177825Chattisgarh 20833803 5087317 4537061 3308438 2967122 946009 1359246 971018 398060 135305 28082Delhi 13850508 2930140 2990778 2785785 2211006 1432467 759505 450913 197915 70822 21176Gujarat 50671017 10950692 10857230 9064136 7616345 5434234 3202080 2189766 935060 374237 47237Haryana 21144564 4896704 4939835 3690449 2912799 1972133 1068056 930405 469799 183885 80499Himachal Pradesh 6077900 1179351 1331663 1100536 843737 633551 426782 303036 163572 80956 14716Jammu & Kashmir 10143700 2256366 2507740 1679352 1387243 997004 594956 401960 191321 82043 45715Jharkand 26945829 7173741 6034603 4181355 3652455 2649865 1641840 1025502 405200 147960 33308Madhya Pradesh 60348023 15483407 13459626 9832518 8275669 5453625 3402731 2675418 1169738 435768 159523Manipur 2293896 448197 496484 416366 306057 215434 134247 84030 44265 17175 4533Meghalaya 2318822 661723 568934 379324 298811 194240 106904 65990 28493 11243 3160Mizoram 888573 205044 207324 172952 119011 83330 51113 28932 14783 5308 776Nagaland 1990036 445190 549323 373372 245131 182247 99706 52704 24008 13611 4744Punjab 24358999 4786106 5387703 4284773 3494565 2607467 1512790 1255458 638281 297954 93902Rajasthan 56507188 15301290 12732155 8946589 7275011 5029926 3124361 2344148 1073928 392196 287584Sikkim 540851 117239 135112 102723 75537 50306 28956 18062 8272 2706 1938Tripura 3199203 657384 757607 553071 488530 321088 184169 126101 71204 35244 4805Uttar Pradesh 166197921 45612898 38355275 25104420 20622833 14686447 9429669 7199022 3183045 1267401 736911Uttaranchal 8489349 1993446 2023389 1368374 1074487 810660 546867 396382 187790 70184 17770West Bengal 80176197 17106869 17172414 14117776 12268145 8562185 5136992 3427657 1602558 669884 111717North Total 667728384 168041196 138431247 108503814 90816597 62489769 39093491 28396388 12325855 5034817 1906005Percentage North 25,17% 20,73% 16,25% 13,60% 9,36% 5,85% 4,25% 1,85% 0,75% 0,29%Percentage North/South 65,08% 70,53% 64,85% 62,86% 62,88% 61,41% 61,02% 60,13% 54,86% 66,97% 69,72%

SouthAndra Pradesh 76210007 15665152 16312937 13699168 11278216 8158893 5174113 3709276 3231246 504,31 133450Goa 1347668 211213 245044 280630 222109 158171 111216 70562 30799 10912 7012Karnataka 52850562 10624025 11603248 9464444 7739284 5772298 3533397 2452096 1152727 457199 51844Kerala 31841374 5309345 5971706 5770185 4982817 3877428 2567764 1934151 1012511 389013 26454Maharasthra 96878627 19762933 20908090 17075024 14351080 10089440 6119317 5363456 2312106 779098 118083Orissa 36804660 7951262 7787994 6299148 5424984 3818485 2421625 1872281 873546 293273 62062Tamil Nadu 62405679 10698548 12196093 11520454 9606879 7397214 5050149 3424717 1529479 553204 428942South Total 358338577 70222478 75025112 64109053 53605369 39271929 24977581 18826539 10142414 2483203 827847Percentage South 19,60% 20,94% 17,89% 14,96% 10,96% 6,97% 5,25% 2,83% 0,69% 0,23%Percentage South /North 34,92% 29,47% 35,15% 37,14% 37,12% 38,59% 38,98% 39,87% 45,14% 33,03% 30,28%Total North/South 1026066961 238263674 213456359 172612867 144421966 101761698 64071072 47222927 22468269 7518020 2733852Percentage total North/South 23,22% 20,80% 16,82% 14,08% 9,92% 6,24% 4,60% 2,19% 0,73% 0,27%



Appendix 3: Literacy Rate


India literacy rate Literates Illiterates64.8%

State DataNorth literacy rateArunachal Pradesh 54.0% 484785 613183

Assam 63.0% 14015354 12640174

Bihar 47.0% 31109577 51888932

Chattisgarh 65.0% 11173149 9660654

Delhi 82.0% 9664764 4185743

Gujarat 69.0% 29827750 20843267

Haryana 68.0% 12093677 9050887

Himachal Pradesh 76.0% 4041621 2036279

Jammu & Kashmir 56.0% 4807286 5336414

Jharkand 54.0% 11777201 15168628

Madhya Pradesh 64.0% 31592563 28755460

Manipur 66.0% 1310534 856254

Meghalaya 63.0% 1157875 1160947

Mizoram 89.0% 661445 227128

Nagaland 67.0% 1132323 857713

Punjab 70.0% 14756970 9602029

Rajasthan 60.0% 27702010 28805178

Sikkim 69.0% 318335 222516

Tripura 73.0% 2022099 1177104

Uttar Pradesh 56.0% 75719284 90478637

Uttaranchal 72.0% 5105782 3383567

West Bengal 69.0% 47196401 32979796

Total North 667601275 337670785 329930490 Highest 89%50,58% 49,42% Lowest 47%

SouthAndra Pradesh 60.0% 39934323 36275684

Goa 82.0% 985562 362106

Karnataka 67.0% 30434962 22415600

Kerala 91.0% 25485688 6355686

Maharasthra 77.0% 63965943 32912684

Orissa 63.0% 19837055 16967605

Tamil Nadu 73.0% 40524545 21881134

Total South 358338577 221168078 137170499 Highest 91%61,72% 38,28% Lowest 60%

Total North/South



Appendix 4

Literates & Educational LevelNorth Persons Males FemalesLiterate without educational level 3,49% 3,17% 4,00%Below Primary 27,72% 25,64% 31,20%Primary 25,32% 24,15% 27,34%Middle 16,71% 17,52% 15,44%Matric/Secondary 13,09% 14,33% 11,11%

Higher secondary/Intermediate Pre-University/Senior secondary 6,57% 7,19% 5,58%Non-technical diploma or certificate not equal to degree 0,05% 0,05% 0,04%Technical diploma or certificate not equal to degree 0,35% 0,44% 0,21%Graduate & above 6,68% 7,49% 5,07%Unclassified 0,03% 0,03% 0,02%

South total Persons Males FemalesLiterate without educational level 3,71% 3,70% 3,73%Below Primary 23,03% 21,68% 24,82%Primary 27,50% 25,96% 29,55%Middle 15,14% 15,14% 15,13%Matric/Secondary 15,70% 16,65% 14,43%

Higher secondary/Intermediate Pre-University/Senior secondary 7,00% 7,49% 6,34%Non-technical diploma or certificate not equal to degree 0,10% 0,12% 0,08%Technical diploma or certificate not equal to degree 1,11% 1,55% 0,52%Graduate & above 6,72% 7,71% 5,40%Unclassified 0,00% 0,00% 0,00%




Appendix 5


Population Attending Educational InstitutionsState Persons Males Females

India 228763727 129501591 992621361028610328 22,24% 56,61% 43,39%

North IndiaArunachal Pradesh 255934 142367 113567Assam 5921209 3175461 2745748Bihar 13728783 8569438 5159345Chhattisgarh 4606577 2581722 2024855Delhi 3653411 2000076 1653335Gujarat 10552630 6023058 4529572Haryana 5438016 3145336 2292680Himachal Pradesh 1708015 911750 796265Jammu & Kashmir 2463443 1397468 1065975Jharkhand 5385679 3201622 2184057Madhya Pradesh 13750049 7975597 5774452Manipur 714762 378264 336498Meghalaya 581475 291979 289496Mizoram 241314 125079 116235Nagaland 651404 350165 301239Punjab 5811218 3192103 2619115Rajasthan 13357777 8100791 5256986Sikkim 156112 80437 75675Tripura 805141 431233 373908Uttar Pradesh 37171705 22146626 15025079Uttaranchal 2435611 1334868 1100743West Bengal 16780202 9049249 7730953Total North 146170467 84604689 61565778

667728384 21,89% 57,88% 42,12%

South IndiaAndhra Pradesh 17515658 9669530 7846128Goa 293522 154699 138823Karnataka 11314196 6199480 5114716Kerala 7422240 3768662 3653578Maharashtra 24438205 13468362 10969843Orissa 7357488 4097723 3259765Tamil Nadu 13588307 7179855 6408452Total South 81929616 44538311 37391305

358338577 22,86% 54,36% 45,64%



Appendix 6: Workers (main & marginal)


Workers

India workers (total population) male (workers) female (workers)

Total Population1028610328 402234724 275014476 127220248

39,10% 68,37% 31,63%

North 248649613 174419709 74059534Total Population 37,24% 70,15% 29,78%667728384

South 152563513 99792908 52770605Total South Population 42,58% 65,41% 34,59%358338577

Main Workers

India Main Workers total male femaleTotal Workers402234724 313004983 240147813 72857170

77,82% 76,72% 23,28%

North 186580384 150523523 36039527Total Workers North 75,04% 80,67% 19,32%248649613

South 125163015 88864368 36298647Total Workers South 82,04% 71,00% 29,00%152563513

Marginal WorkersIndia Marginal Workers total male femaleTotal Workers 89229741 34866663 54363078402234724 22,18% 39,08% 60,92%

North 61743024 22965316 37676964Total Workers North 24,83% 37,19% 61,02%248649613

South 27312703 10928540 16471958Total Workers South 17,90% 40,01% 60,31%152563513



Appendix 7: Household CompositionHousehold Size No.of Households 1 2 3 4 5 6 7 to 10 1-14+ 15+India* 192671808 7564196 15871465 22472551 37022159 35873420 26147067 40876110 4547141 2297699Percentage 100,00% 3,93% 8,24% 11,66% 19,22% 18,62% 13,57% 21,22% 2,36% 1,19%

State Data**NorthArunachal Pradesh 213342 17784 20065 26878 34433 33675 27961 48210 3407 929Assam 4898497 161109 308810 567875 863602 919609 742053 1193892 107680 33867Bihar 13714601 454465 1100565 1231643 1757502 2133346 2019037 4252942 430122 334979Chattisgarh 4077273 230098 404256 477385 684089 752231 581229 821250 94021 32714Delhi 2718050 124842 208095 323869 577970 541907 378575 493307 49995 19490Gujarat 9619796 351351 766364 1040854 1917637 1926418 1400157 1941094 202205 73716Haryana 3693601 90939 188501 318368 684363 787838 588632 857778 126980 50202Himachal Pradesh 1217428 85818 99228 136161 250490 235492 159341 215668 27560 7670Jammu & Kashmir 1559544 31782 62244 107438 202650 265891 249605 559934 52011 27989Jharkand 4786657 188602 359596 480107 480107 842561 732200 1271714 125004 60668Madhya Pradesh 10839740 467547 845839 1032188 1723043 2022952 1656518 2616872 329726 145055Manipur 372956 6746 17833 37200 58471 68378 62775 112447 7360 1746Meghalaya 416791 18779 29695 48725 62636 64016 57655 124309 9527 1449Mizoram 175544 18704 12064 18069 25360 30943 26019 41137 2813 435Nagaland 325620 12560 19739 29771 40481 45543 44748 124721 5487 2570Punjab 4329786 118815 229213 377350 809303 935320 698960 987466 127080 46279Rajasthan 9269237 281298 562941 759166 1323052 1622222 1447158 2655794 408638 208968Sikkim 113917 16230 8027 12567 18959 18379 14379 23435 1663 278Tripura 663416 23061 50651 100999 150090 135130 90747 106004 5280 1454Uttar Pradesh 25644759 910496 1569734 1885816 2957865 3748630 3731971 8869100 1177644 793503Uttaranchal 1593522 92997 120377 165191 272889 300542 238097 352880 36211 14338West Bengal 15820386 545174 1138146 2265712 3555717 3060159 2005404 2841907 302392 105775North Total 116064463 4249197 8121983 11443332 18450709 20491182 16953221 30511861 3632806 1964074Percentage North 3,66% 7,00% 9,86% 15,90% 17,66% 14,61% 26,29% 3,13% 1,69%Percentage North/South 60,42% 56,46% 51,36% 51,12% 50,37% 57,30% 65,00% 74,77% 80,00% 85,54%

SouthAndra Pradesh 16920613 725838 1977731 2545894 4288482 3444505 1885600 1902228 112480 37855Goa 292365 16806 29477 47593 68551 55157 32808 36974 3841 1158Karnataka 10354059 393880 843710 1343868 2309073 2013037 1321767 1820396 215881 92447Kerala 6707811 215033 528797 978070 1940857 1342618 719828 841565 110700 30343Maharasthra 19434335 795491 1735497 2473343 4136438 4061372 2643803 3128705 331113 128573Orissa 7707106 380067 813795 1081874 1540051 1492850 1048413 1238111 83395 28550Tamil Nadu 14603541 750351 1762718 2470253 3893827 2858141 1477280 1327035 50974 12962South Total 76019830 3277466 7691725 10940895 18177279 15267680 9129499 10295014 908384 331888Percentage South 4,31% 10,12% 14,39% 23,91% 20,08% 12,01% 13,54% 1,19% 0,44%Percentage North/South 39,58% 43,54% 48,64% 48,88% 49,63% 42,70% 35,00% 25,23% 20,00% 14,46%

Total 192084293 7526663 15813708 22384227 36627988 35758862 26082720 40806875 4541190 2295962Total Percentage 100,00% 100,00% 100,00% 100,00% 100,00% 100,00% 100,00% 100,00% 100,00% 100,00%

Source: Census India 2001* incl. Andaman & Nicobar Islands, Chandigarh, Dadra & Nagar Haveli, Daman & Diu, Lakshadweep and Pondicherry** excl. Andaman & Nicobar Islands, Chandigarh, Dadra & Nagar Haveli, Daman & Diu, Lakshadweep and Pondicherry

The North and South in a Consumer Perspective: - differences, similarities, nationality and region


Appendix 8 Household Duties


Main activity of non-workers Household duties

India

Total Non-workers626375604 Persons Males Females

136559588 4525749 13203383921,80% 3,31% 96,69%

North IndiaNorth India total non-workers417845562 91261492 2960768 88100006

21,84% 3,24% 96,54%South IndiaSouth India total non-workers205400412 44827076 1380424 43447552

21,82% 3,08% 96,92%

Household duties



Appendix 9: Sex Ratio

India Sex ratio female pr.1000 male 933 State Data North Sex ratio Arunachal Pradesh 893 Assam 935 Bihar 919 Chattisgarh 989 Delhi 821 Gujarat 920 Haryana 861 Himachal Pradesh 968 Jammu & Kashmir 892 Jharkand 941 Madhya Pradesh 919 Manipur 974 Meghalaya 972 Mizoram 935 Nagaland 900 Punjab 876 Rajasthan 921 Sikkim 875 Tripura 948 Uttar Pradesh 898 Uttaranchal 962 West Bengal 934 Total North 20253 sex ratio average North India 920,5909091 South Andra Pradesh 978 Goa 961 Karnataka 965 Kerala 1058 Maharasthra 922 Orissa 972 Tamil Nadu 987 Total South 6843 sex ratio average South India 977,5714286




Appendix 10: Control over money, female data

Female Data in IndiaNorth control over moneyStateArunachal Pradesh 78.6%Assam 35.0%Bihar 66.7%Chattisgarh 53.7%Delhi 82.3%Gujarat 73.6%Haryana 70.8%Himachal Pradesh 80.1%Jammu & Kashmir 58.1%Jharkand 64.5%Madhya Pradesh 49.3%Punjab 78.3%Rajasthan 40.5%Sikkim 78.9%Uttar Pradesh 52.3%Uttaranchal 46.8%West Bengal 51.4%

South control over moneyStateAndra Pradesh 57.7%Goa 82.4%Karnataka 67.0%Kerala 66.2%Maharasthra 64.2%Orissa 46.3%Tamil Nadu 79.0%Source: National Family Health Survey -2 1998-1999



Appendix 11: Population by religious Communities


IndiaAll Religious Communities 1028610328

Hindu 827578868 80,46%Muslim 138188240 13,43%Christian 24080016 2,34%Sikh 19215730 1,87%Buddhist 7955207 0,77%Jain 4225053 0,41%

Other Religious Communities 6639626 0,65%

North IndiaAll Religious Communities 667601275Hindu 526930004 78,93%

Muslim 95284969 14,27%

Christian 9072864 1,36%Sikh 18039578 2,70%Buddhist 1670818 0,25%Jain 2365373 0,35%

South India

All Religious Communities 358338577

Hindu 298498523 83,30%Muslim 35909152 10,02%Christian 14349310 4,00%Sikh 292430 0,08%Buddhist 6281979 1,75%Jain 1854209 0,52%



Appendix 12: Language Growth

Speaker's strenght of scheduled langaugePersons who returned the langauge as their mother tongue

Persons who returned the langauge as their mother tongue Percentage

2001 2001Hindi 422048642 41,03%

Growth of LanguageIndiaHindi 1971-81 1981-91 1991-2001

27,12% 27,84% 28,08%1971 1981 1991 2001

202767971 257749009 329518087 422048642

English 1971-81 1981-91 1991-20015,66% -11,78% 26,79%1971 1981 1991 2001

191595 202440 178598 226449



Appendix 13: Language Families

Indo-Aryan Percentage to total population 76,87%

DRAVIDIAN Percentage to total population 20,82%

1. Assamese (S) 2. Bengali(S) 3. Bhili/Bhilodi 4. Bishnupuriya 5. Dogri(S) 6. Gujarati(S) 7. Halabi 8. Hindi(S) 9. Kashmiri(S) 10. Khandeshi, 11. Konkani(S) 12. Lahnda 13. Maithili(S) 14. Marathi(S) 15. Nepali(S) 16. Oriya(S) 17. Punjabi(S) 18. Sanskrit(S) 19. Shina 20. Sindhi(S) 21. Urdu(S)

1. Coorgi/Kodagu 2. Gondi 3. Jatapu 4. Kannada(S) 5. Khond/Kondh 6. Kisan 7. Kolami 8. Konda 9. Koya 10. Kui 11. Kurukh/Oraon 12. Malayalam(S) 13. Malto 14. Parji 15 Tamil(S) 16. Telugu(S) 17.Tulu.

(S): Scheduled Langauge


1 Picture Source: http://upload.wikimedia.org/wikipedia/commons/thumb/0/0d/Indien_Sprachfamilien.png/300px-Indien_Sprachfamilien.png (download September 2008)



Appendix 14: Inglehart et al. Human Values and Beliefs

Source: Inglehart et al. Human Beliefs and Values

F034.- RELIGIOUS PERSON A001_A007.- IMPORTANCE OF SOME ASPECTS OF LIFEA006.Importance: Religion

India IndiaTotal 2001 India IndiaA religious person 75,10% Total 2001Not a religious person 16,90% Very important 55,80%A convinced atheist 2,40% Rather important 23,40%Don't know 5,50% Not very important 11,60%

Not at all important 7,10%Don't know 2,00%

A001_A007.- IMPORTANCE OF SOME ASPECTS OF LIFE G001_G003.- GEOGRAPHICAL GROUPS OF BELONGINGA001.Importance: Family G001.Geographical groups belong first

India India India IndiaTotal 2002 Total 1999

Very important 91,90%Locality or town where you live 29,90%

Rather important 6,00%

State or region of country where you live 10,40%

Not very important 1,20% Country 50,20%Not at all important 0,10% Continent 1,00%

Don't know 0,70% The world as a whole 3,70%Don't know 4,80%

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